Caffè Nero unveils nine month outdoor campaign with Together and Out of Home International

By The Drum Team | Staff Writer

Together Design

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Caffè Nero article

March 22, 2012 | 2 min read

Caffè Nero has unveiled a nine month outdoor campaign, focusing on its coffee, to try to raise brand awareness.

Created by Together Design, with media planning handled by Out of Home International, the campaign includes roadside six sheets in Central London, wrapped taxis and bus sides.

Sara Carter, marketing director at Caffè Nero, said: “We felt this was the ideal approach and message to communicate our authority in serving premium, handcrafted Italian coffee, made with skill by our expert baristas.”

Together created the campaign to tell the story of the Caffè Nero roasting processing, its blend of seven beans and its intensive training school where baristas are tested to earn their ‘black shirt’.

Maxine Campbell, outdoor consultant at OOH International, said: “In a competitive market where share is vital, Caffè Nero required a competitive medium to tempt consumers and stimulate an impulse buy, or remind them of a planned spend on coffee and food to divert them to their nearest Caffè Nero. The roadside six sheets are strategically placed in close proximity to the stores as a directional tool to trigger desire and entice customers to the coffee houses, whilst the buses and taxis will transport the message into the minds of consumers.”

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