Kenco celebrates Iced Latte success with new media campaign

Iconic British coffee brand Kenco is celebrating the success of its Iced Latte instant coffee range with a £2m multimedia campaign across key consumer channels.

The high profile marketing campaign will promote the range along the entire path to purchase, including across TV, social media channels and online, supported with in-store sampling in Sainsbury’s, Tesco, Asda and Co-op. Raising public awareness with a new set of roadside 6 sheet advertising, the comprehensive out of home plan will include a summer national sampling campaign in order to drive visibility and trial market interest with focus on refreshment, ease and taste. Kenco’s new TV commercial and Video On Demand spot will reach 12 million people reflecting the message of convenience, premium quality and effortless indulgence of a Kenco Iced Latte – “Effortless iced latte in an instant by just adding cold water”.

Since the launch in July 2018, more than 3 million cups of Kenco Iced Latte have been purchased[1] and it’s success has seen strong distribution across the wider UK grocery market. With 60% of consumers choosing to drink coffee as a refreshing and indulgent summer treat[2], Iced and Cold coffee options are now among the fastest growing beverage products in UK coffee shops[3]. Kenco Iced Latte delivers coffee-shop quality iced lattes by just adding cold water, meeting a clear consumer need for convenient and high quality Iced Latte that the consumer can make at home, and contributing to a 71% increase in penetration for the Kenco brand and a 37% increase in speciality category value[4]. Striking a popular note with a younger demographic, the product launch demonstrated profitable foresight into a fast-emerging trend within instant coffee – and with the instant category driving 70% of all retail sales[5], a win here can drive significant increases in overall category value.

Priced at £2.49 RRSP[6] per box of eight serving sticks, Kenco Iced Latte comes in four distinct flavour variants: Original, Coconut, Vanilla and Salted Caramel, with the latter being the most popular.

Martin Andreasen, Marketing Director UK & Ireland said, “With Kenco now in more than 8 million UK households and growing dynamically, our Iced Latte range is a great introduction to speciality coffee from a trusted consumer brand. This summer, we are investing heavily in TV and sampling campaigns to spread our excitement for more consumers to blend a little bit of indulgence into their day. We think they’ll enjoy a refreshing Iced Latte from Kenco to greet the coming Summer months and the new marketing campaign will allow more consumers than ever to be introduced to an easy to make iced coffee beverage. The variety of flavours, combined with the convenient format enables us to drive sales with both new speciality coffee consumers and existing shoppers within the category. 

“With a century of coffee expertise, our focus on speciality coffee and investment in bringing new experiences to the instant category positions us perfectly to meet the growing demand for a high quality summer beverage that can be enjoyed at home.”

[1] Nielsen data MAT w/e 23.03.19

[2] Allegra World Coffee Portal Research and Analysis, 2019

[3] Allegra World Coffee Portal Research and Analysis, 2019

[4] Dunnhumby – MAT Shopper No’s to 05.11.18

[5] Allegra World Coffee Portal Research and Analysis, 2019

[6] Resale Pricing is at the sole discretion of the retailer