Kenco coffee has entered into a six figure ad deal with IPC to run a marketing campaign across four of the publisher’s magazines. Marie Claire, Essentials, Ideal Home and woman&home magazines will be used by the coffee company to promote the brand’s association with the Rainforest Alliance.
The three month deal will try and capitalise on the readership demographic of each magazine – such as “me-time”, “thinking time” and “catching up with friends” themes.
The coffee company will also pay for a “special paper mechanic” designed to bookmark the tailored advertising messages once readers open them up.
The campaign, due to start in July, was brokered by the traditional advertising agency Starcom MediaVest and IPC Southbank.
The deal comes as coffee brands are engaging advertising agencies to push back against the green positioning of the supermarkets’ own brands. In April Anne MacCaig announced a rebranding of CafeDirect after a 5% dip of YoY sales.
In Pure Spirit
What do you think? Is this money well spent by Kenco or would they have been better off engaging in social media?
Do you consider Kenco an ethical and green brand?