Macmillan rebrands Coffee Morning to stand out in competitive charity sector
Macmillan has taken its Coffee Morning fundraiser in a new creative direction in order to stand out amid the increasing number of charity events.
Until now, it has attracted people with the idea of creating The World’s Biggest Coffee Morning. However, ambitious targets and an increase in competitor events let it to reconsider its strategy and direct its marketing efforts towards a new, younger generation of fundraisers.
The new creative idea, ‘Cake tastes better together’ aims to reflect both the popularity of baking – driven by the BBC’s The Great British Bake Off – and the idea of friends getting together.
It has worked with Kitcatt Nohr on the creative and execution of the proposition, redesigning the Coffee Morning kit with multiple variants to suit events hosted at workplaces, homes, schools and community centres.
Claire Driscoll, national events marketing manager at Macmillan, said: "The new campaign by Kitcatt Nohr appeals to both previous hosts and new recruits. This, along with an increasingly targeted approach to media, makes us confident that this year’s Coffee Morning will be the most successful yet."
A direct campaign is set to run, supported by targeted banners, content on social platforms, radio and print ads all featuring the ‘Cake tastes better together’ proposition.