Löfbergs

Stimulating the coffee market

THE CHALLENGE WE TOOK ON

Is big-brand or small-scale better? Oh look, the coffee shop sells its own beans. How much? That one needs a special machine, right? Single-origin? Country of origin? No, it just needs to be organic. Or Fairtrade. But what strength? I mean roast level… I mean…

It only takes a brief walk down the supermarket coffee aisle to be left bewildered. How could we introduce Löfbergs and achieve stand-out in such a well-served sector?

1. Introducing a new brand to an already-saturated coffee market

2. Conducting qualitative and quantitative research, customer journey analysis and social listening

3. Creative including press ads, digital OOH, social posts, store merchandising, digital assets and web

DISCOVER

Löfbergs is from Sweden, so our first task was to decipher what that meant for the UK. Was ‘place branding’ the way to go? How far could it take us? Would it help us differentiate?

We answered these questions using a range of techniques including qualitative and quantitative research, customer journey analysis and social listening – not forgetting a splash of the behavioural economics principles behind habitual shopping, confirmation bias and loss aversion.

DEFINE

With our insights in place, we could accurately map the market and define a strong, competitive (and decidedly Swedish) position for Löfbergs. We could also focus on the audiences most open to Löfbergs, and we created rich customer personas to inform our creative teams, campaign messaging and media plan.

DEVELOP

While we found Sweden isn’t associated with coffee expertise in UK minds, it does have strong emotional associations with positivity and a better way of life. We used pops of colour and Swedish language to inject some positive Swedish energy into the Löfbergs brand.

We even conducted YouGov testing at concept stage to ensure we got the balance right between intriguing and incomprehensible.

DEPLOY

Our bold and quirky creative covers press ads, digital OOH, social posts, store merchandising, digital assets and web.

Unlike anything seen before in coffee comms, it delivers a real difference, grabbing people’s attention when they’re short on time.

THE RESULTS

Watch this space. Löfbergs has launched in over 500 stores, with sales steadily growing.

“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 (both online and offline), every need has been fulfilled with a level of continuity and consistency that you wouldn’t get from multiple agencies.”

Will Cole, Marketing Director, Löfbergs

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