Kenco: Coffee Vs. Gangs

This case shows how Kenco, the coffee brand, re-established its 'green' credentials in the UK and Ireland by demonstrating to the consumer that its investment in coffee growers produces positive results.

Kenco: Coffee Vs. Gangs

Campaign details

Brand: KencoAgency: JWT LondonClient: MondelezCountry: United Kingdom

Campaign Background & Summary

Kenco has been selling coffee since 1922 and making instant coffee since the 1980s. However, it was in the early years of the 21st century that Kenco found a game-changing way to achieve spectacular success.

Nescafé and Nescafé-imitators dominated the market, all trumpeting smoothness and richness in remarkably similar terms. Kenco took a different tack altogether. For the past 10 years, Kenco pioneered mainstream ethical production and sustainable coffee distribution. This ethical stance became part of...

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