5 November: Shopper marketing specialist MARS\Y&R has developed a business-to-business campaign to launch ‘premium instant’ coffee brand, Kenco Millicano to UK workplaces via a range of channels including digital.
Millicano is Kraft’s first ‘Wholebean Instant Coffee’, a combination of instant coffee and finely-milled beans that provides the convenience of instant with the quality and taste associated with roast and ground coffee.
MARS Y&R was appointed by Kraft to handle the trade launch of Kenco Millicano through the ‘Away from Home’ channel, following a competitive pitch.
Stuart Hartley, customer marketing manager at Kraft Foods, said: “MARS\Y&R presented a truly compelling creative approach to launching Kenco Millicano to a business-to-business audience. Their fmcg credentials combined with their channel knowledge make them the natural choice for the job.”
Paul Cope, business director at MARS\Y&R added: “Currently there is a perception that the coffee drinking experience in many workplaces remains a poor one and that it lags behind the “premium-isation” that has taken hold of so many areas of consumers’ lives.
“Kenco Millicano will change all of that and we are confident that our campaign will demonstrate the quality and great taste that the brand delivers and how easy it is to enjoy a decent cup of coffee in the workplace.”
