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FMBX News
Posted: Nov 15, 2011
Home Move Box set to help Douwe Egberts relaunch
Douwe Egberts UK has enlisted Home Move Box to lead the sampling element of a £1 million integrated marketing campaign to relaunch its ground coffee range.
The brand new range, which includes six new SKUs, has been given a fresh look, with clearly signposted strength indicators and short flavour descriptors on pack. A 50g sample pack of the new look House Blend coffee will be added to every Home Move Box from November, accompanied by a branded leaflet, to raise awareness of the new range and encourage trial and purchase amongst home movers.
Rob Craddock, marketing director, Douwe Egberts UK, says: “We’re thrilled to be relaunching our ground coffee range this autumn, and driving trial amongst consumers is now a key priority for us. By delivering our samples directly into people’s home on moving day, when few household essentials are close-to-hand, the Home Move Box provides us with a unique and very effective way to do this.”
Charles Wasdell, director, Home Move Box, says: “After a busy day moving home, relaxing with a delicious cup of coffee is just the sort of thing home movers will appreciate, and the positive association it will create is invaluable. Our research shows that brands can really benefit from being the first product in the new home – with an average 81% rise in the number of consumers buying, or considering buying, the products.”
To measure the success of the campaign, all recipients of the coffee samples will be contacted via a Home Move Box survey after their move to find out whether their purchasing habits or intentions have been changed in favour of Douwe Egberts since receiving their Home Move Box.
