Revamping Caffe Nero’s Marketing Strategy with a Targeted Digital Campaign
Media Planning & Buying
Leisure • Retail
Caffe Nero were looking for a creative agency to develop a single-minded idea to run across all its touch points. They wished to undertake a multimedia test to ascertain how advertising could drive footfall and increase average spend.
The Challenge
Caffe Nero hadn’t worked with an external agency in the recent past and most creative was executed in house by their design and brand team.
We were asked to identify agencies with a strong creative heritage and retail experience; the client didn’t want to be in a large agency where their budget wouldn’t garner the right levels of interest, nor would they get the best people on their business.
Our Approach
Pimento created a long list and ran a series of tissue meetings with the client, from which a short list of four agencies were invited to pitch for the business.
Thereafter, two agencies were invited back for a more detailed conversation that Pimento oversaw, with Tina Fegent, the fee negotiation and contracting.
The campaign that followed was tested in the Manchester region and drove awareness and created a positive ROI. Caffe Nero modelled this and ran a series of roll outs in different regions across the UK. Pimento also oversaw the appointment of a media agency to plan and buy the media.
Disciplines
- Creative Strategy
- Media Planning & Buying
- Digital Marketing
- Brand Development
- Campaign Management
Results
The digital strategy underpinned the ATL (Above-the-Line), efficiently reaching the target audience at the right time of day, in the right place, to drive consideration and stimulate sales.
The decision to trade late in the OOH (out-of-home) market gave a 33% increase in value.
The test campaign:
Increased unprompted brand awareness by
3.2%
and a positive ROI of
£1 : £1.73
These positive results gave Caffé Nero the confidence to roll out the campaign nationally.
Contact us
For more details on how Pimento can elevate your brand strategy and marketing initiatives, please contact us. Discover how our tailored solutions can drive your business forward.
