Percol repacks ground coffee range and invests in first TV campaign

New Percol packaging

New Percol packaging

Independent, British coffee brand, Percol, is relaunching the packaging of its ground coffee range and investing in its first TV advertising campaign plus a national sampling initiative to mark the brand’s 25th anniversary.

Percol said it is enjoying year-on-year growth of 26% and is the UK’s number one Fairtrade coffee brand (Nielsen).

According to Percol, the new pack designs deliver a brighter, bolder, more daring new look for the ground coffee range, perfectly matching the brand’s quirky personality.

The packs are also designed to reflect Percol’s ‘Adventures in Coffee’ theme, which  aims to make consumer coffee choice easier at point of purchase with improved labelling of strengths and country of origins.

Whilst some of the new packs can be found on shelves today, the few remaining designs will be filtering through in August, the company said.

Percol’s first TV advertising will be broadcast over a six-week period in and September 2012, appearing nationally on ITV1 and reaching 11m viewers.

Percol said it is targeting core fine foods consumers through Saturday Cookbook with 30-second and 20-second advertisements with its roast and ground and instant coffee ranges.

Coinciding with the TV advertising, Percol is embarking on its biggest ever national sampling campaign as The Official Coffee Sponsor of the 16th Gastro Alfreso 2012 roadshow.

The national consumer sampling campaign will take place in 75 major retailer car parks reaching 8m consumers for the brand. The campaign runs from July to September 2012 and will support Percol’s drive for increase visibility and loyalty, backed up by a national PR campaign and heavyweight in-store promotional activity across all multiples.

David Brooks, sales director for Percol, said “Percol continues to go from strength to strength with our ground and instant coffees, achieving double digit volume sales growth with sales value up by a staggering 26% year-on-year. We are excited that our brand relaunch plus heavily upweighted marketing plan will drive the Percol brand to even greater heights.”