Löfbergs
Stimulating the UK coffee market with a burst of Swedish energy
THE CHALLENGE WE TOOK ON
Löfbergs has been a favourite of Swedish kaffeälskare – or coffee lovers as we call them – since 1906. But how could we convince Brits to try something new? And achieve a UK launch with stand-out in such a well-served sector?
246% growth In 12 months
Expansion into Tesco and Waitrose
“krow.x provided detailed and extensive customer research that identified a clear proposition”
DISCOVER
We began by using our holistic 360i® research approach to gain a full understanding of UK coffee drinkers – not just what they’re brewing, but what they’re saying, thinking, feeling, doing, hearing and experiencing.
As a product launch, this comprehensive quantitative and qualitative research was essential for targeting spend in the right places and gaining maximum impact.
AND HERE'S WHAT IT TOLD US:
- People get a lot of joy from coffee, and everything from work to the weather can be a trigger to indulge
- Sweden has strong emotional associations with ‘a better way of life’ in the UK minds
- It’s important to coffee drinkers that their preferred brand is doing good in the world
- Concerns around health and the cost of living play into purchasing decisions
DELIVER
We used our thorough 360i® research to accurately map the market and define a strong and competitive position for Löfbergs. We also created customer personas to focus on the audiences most open to switching up their habits and giving Löfbergs a go.
We took our insights forward into our creative, and audience testing confirmed we had cut-through – perfect for rolling out across press ads, digital OOH, social posts, store merchandising, digital assets and web.
THE RESULT
In the first year Löfbergs achieved 246% growth and expansion into Tesco and Waitrose, with other big retailers to follow.
But even sweeter for us is having a happy client.
“The scale of our brief was such that I was expecting to split it between multiple ‘specialist’ agencies. However, working with krow.x really has provided us with everything we need from a single agency. From detailed and extensive customer research that identified a clear proposition through to creative testing and finished, delivered assets, every need has been fulfilled with a level of continuity, consistency and efficiency that you wouldn’t get from multiple agencies.”
Will Cole - Marketing Director, Löfbergs
Will Cole
Marketing Director, Löfbergs
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