Kenco is promoting the quality and taste of its wholebean instant coffee Kenco Millicano with a series of brand experience activities.
Created by Arc London, the campaign will kick off at the BBC Good Food Show in London and Birmingham beginning 15 November 2013, and at Taste of Christmas in London.
Focused around taste, the activity will educate consumers about Kenco Millicano and will feature a ‘Coffee Class’ bar hosted by a specialist coffee connoisseur who will demonstrate how to create the perfect cup of Kenco Millicano. The customer will then receive a take-away cup of the coffee. At the events, customers will also be able to enter a competition to win a Fortnum and Mason hamper.
Kenco Millicano brand manage,r Emad Nadim, said: “We’ve chosen to attend foodie events that focus on taste to help consumers experience Kenco Millicano wholebean instant. Our Coffee Class adds this educational element to the activity and reinforces the premium credentials of the brand, helping keep Kenco Millicano front of mind”.
Will Glynn-Jones, head of experiential at Arc London, said: “Beyond any factor, the decision purchase of coffee is all about taste. The inclusion of the Coffee Class delivers a strong experience which can directly influence the consumer, educating them on why Kenco Millicano delivers great tasting coffee. In such a category, it’s essential to go beyond one way communications and actually involve and inform the consumer.”