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Douwe Edberts The Queen

Douwe Egberts announces Big Jubilee Lunch partnership for Queen's Diamond Jubilee Celebrations

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By The Drum Team, Editorial

March 7, 2012 | 2 min read

Coffee brand Douwe Egberts is to support the Big Jubilee Lunch as part of its marketing strategy to support local communities and encourage people to become ‘local stars’ to celebrate the Queen’s Diamond Jubilee in June.

The annual Big Lunch encouraged people to lunch with their neighbours in a bid to foster community spirit, with Douwe Egberts organising a programming of activities to drive participation. These activities will also aim to drive trial to the brand, with a Facebook app having been developed to sit at the heart of the marketing campaign allowing users the ability to register their own Big Lunch profile and then invite friends and neighbours to join them.

The use will also be given an option to invite people who are not friends, while aiming to include engaging content such as organisation tips, help kits, recipoes and exclusive competitions and prizes. The main prize will be the chance to for five Big Jubilee Lunch organisers to win £1,000 to host their own lunch.

Supporting the app will be a sampling programme, giving away around 900,000 dry samples within the Big Lunch starter kits, as well as within magazines, cinema and railway stations in the run up to celebrations taking place.

Corrine Hopwood, marketing director of Douwe Egberts UK, commented: “We are thrilled to be an official supporter of the Big Jubilee Lunch, supporting the initiative is a perfect fit for Douwe Egberts as the best ideas often start with a great cup of coffee, and we've been bringing people together over a coffee for more than 250 years. By enjoying something simple like a shared lunch, we can all embrace our local communities and feel a renewed sense of British pride during this special year."

Douwe Edberts The Queen

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