We took a full bodied, approach using The Daily Telegraph's wine correspondent, Robert Joseph to write a series of features on the benefits of single origin coffee and specific tasting notes, encouraging conversation with an online forum. Readers were invited to a tasting event and competition entry to visit Costa Rica We wanted consumers to indulge in their own time, and used sampling in The Women’s Institute, DM and magazine insertions to increased advocacy.

Coffee Connoisseurship significantly over delivered against set targets.Shifting UK household penetration from 2.5% to 3% would achieve the business objective of 50% share of category. The campaign achieved 3.9% household penetration – a 30% improvement.This resulted in a 20% increase in base volume with 42% overall volume growth.