Discoverers had very particular and selective media habits. They were information-hungry, loving documentaries and food and drink programmes as well as quality food and drink editorial in newspapers, magazines and radio.

The Big Idea drew upon these media insights – we created a coffee documentary series which ran in discovery media, media where Discoverers felt that they found the stories for themselves. Three beautifully shot films were created telling the stories of coffee from the legend of its discovery, to its rise through European culture, to its role in trade and banking, to how it is cultivated and produced today.

The films appeared on online portals and were seeded through influential food and drink bloggers. Content from the series ran in other media including National Press content partnerships a radio promotion on Classic FM and a TV promotion around Channel 4’s food programming.

More than half a million people viewed the films online and 11.8 million people saw the documentary content in one form or other in various media formats. Most importantly they were viewed in media where Discoverers felt they had discovered the stories for themselves, rather than big broadcast exposures to everyone.

Sales grew for the first time in 5 years with a media share of voice significantly lower than Douwe Egberts’ main competitors. Most importantly more people had been introduced or reintroduced to the brand with the number of Douwe Egberts purchasers increasing by 22% year-on-year.