Kenco to reward coffee drinkers for doing good deeds

Mondelez International is switching from the traditional ‘collect-to-get’ loyalty mechanic for its Kenco coffee brand to a “collect-to give” model where fans are encouraged to donate their points towards good causes.

KencoLoyalty2-Campaign-2014_460
Mondelez has overhauled the loyalty strategy for its Kenco brand as part of a wider push to make coffee sustainability marketing more tangible.

The coffee maker is set to launch the scheme later this month as a way to provide members with “long-lasting” benefits for being faithful at a time of heightened competition in the industry. Coffee turnover in the UK doubled in size to an estimated £2.1bn between 2005 and 2013, according to Euromonitor and Kenco’s revamped approach to loyalty aims to secure a larger portion of those sales.

Fans can use points collected from jars to support two charity initiatives aiding coffee farming communities. Books, uniforms and stationery can be donated to a new Mondelez-founded school in Honduras, while points can also help fund a water tank installation project in Peru. Another option lets members support “Street Style Surgery” workshops to help young people across the UK move into the creative industry.

Jo Dias, brand manager at Mondelez told Marketing Week the strategy was a “step-change” in the brand’s marketing, adding more weight to its ethical credentials. It is part of a wider plan from the snacks maker to promote its “Coffee Made Happy” sustainability efforts as it looks to capitalise on increased consumer interest around the provenance of coffee.

Dias adds: “We’ve come up with a mechanic that really highlights the ethical qualities of the Kenco brand. It’s about giving people the chance to help someone unlock their potential through the points they collect.”

People can also reward themselves with products and experiences such as gardening kits and fitness trips. A social media campaign will promote all the choices available, marking the first time the loyalty scheme has been marketed since it launched in 2012. Additional details can be accessed from the brand’s revamped MyKenco.com site, while further tie-ups for the Proximity London and Hive-created platform are due to be announced later in the year.

It has taken nearly a year to develop the mechanic with Kenco understood to be considering other updates in coming months. A community element that lets members pool their points together to support a single objective as well as offering points for user-generated-content are thought to be in the pipeline.

Hide Comments2 Show Comments
Comments
  • Linda Holder 31 Dec 2016 at 9:50 am

    When is this going to be removed from the web as it is out of date and irrelevant, as Kenco stopped the rewards programme some time ago much to the annoyance of the retail customers.

    • Sarah Vizard 4 Jan 2017 at 11:37 am

      Hi Linda, I’m afraid we wouldn’t remove an article that was accurate at the time it was written.

  • Post a comment

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here