Coffee brand Cafédirect has rebranded its entire range of tea, coffee and cocoa packaging in a bid to drive consumer demand.
In addition, all digital channels and POS have been completely redesigned to bring the new look to life.
The rebrand is being supported by an advertising campaign launching on 1 October 2012 and continues to the end of the year.
It is expected to reach up to seven million consumers micro targeted through the use of innovative new digital advertising technology.
A 30-second film will feature across online video platforms, the Guardian food and drink network and Facebook.
The new campaign and brand line – ‘Made the Small Way’ – hopes to convey the Cafédirect point of difference, sourcing directly from smallholder tea, coffee and cocoa growers whose care and attention leads to the award-winning taste.
By building partnerships and investing profits back into grower businesses (over 50% to date) Cafédirect claims to create a more sustainable future for all.
A new range of contemporary POS will be available for foodservice outlets to appeal to premium consumers.
Matt Lord, foodservice development manager at Cafédirect, said:
“Whilst the recession has been driving people to cut back on bigger ticket items such as overseas holidays, they have refused to trade down their little luxuries, the simple pleasures in life, like a great cup of coffee.
“There’s a big opportunity to highlight a quality offering, maximising consumer interest in provenance and demand for sustainable sourcing.
“We are so proud of our new branding and excited to bring this to market with our foodservice customers.”