Kenco: How Kenco made it easy to be the good guy
Ethics and the environment have become important issues in today’s society. Yet when it comes to their shopping habits, many consumers worry that choosing sustainable products means having to compromise on quality or price. Kenco broke through this barrier by talking about sustainability in a more human way that really connected with consumers in their world. Two fully integrated campaigns introduced Kenco’s new coffee bean sourcing partnership with the Rainforest Alliance and its Eco-Refill pack which uses 97% less packaging. As a result, the perception of Kenco was transformed and 1.2 million new households bought into the brand. Incremental revenue calculates at £3.7m, with a return on media investment of £1.76: £1 for TV and £1.45:1 for press.