Belgium's leading coffee brand Douwe Egberts has won a Golden Effie Award with its ‘breakfast’ campaign, created by Duval Guillaume. The campaign succeeded in raising sales volume and market share, in reaching unseen likeability scores and in attracting new young consumers for the category.
Breakfast and morning use are key moments for coffee use. But the share of coffee in the morning had been declining for years. With the so called ‘Foccee’ campaign (dyslectic version of ‘coffee’), Douwe Egberts managed to turn this trend around. Each of the campaign waves had a significant effect both on sales (average +12%) and on share of stomach.
This year, Douwe Egberts has already been awarded at the CCB, and has been elected as Advertiser of the Year. The campaign has also been listed as Most Likeable campaign by both flemish as french speaking radio audiences.