A case study with Campos
In the last 12 months the cost of green bean significantly increased, resulting in price rises across wholesale (cafes), retail (grocery), and online channels. Coupled with tighter disposable income the coffee category has faced a challenging year.
Annual brand tracking, initiated in 2021, enables Campos to regularly benchmark and monitor the health of its brand, measure marketing strategy and annual brand plans and stay across the needs of the market, specifically cafe.
To track current and future brand health of Campos and its key competitors.
To monitor key performance indicators of the success of the brand's marketing strategy.
To understand factors impacting coffee consumption.
To identify opportunities for further growth and improvement.
To use insights to drive annual brand plans.
An online survey among recent coffee buyers investigated:
Brand health funnels, focussing on café. Key strengths and avenues for growth were uncovered.
Difference in brand performance across channels and by location were uncovered to enable more tailored strategic focus.
Campaign and trade story evaluation with recommendations to further strengthen brand building.
Drinking trends identified and guidance for ongoing brand strategy including cautious soft launch of NPD.
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