Da Vinci Gourmet is a brand with a huge amount of knowledge to share with coffee professionals globally – but these busy professionals don’t have a lot of time.
The objective was to formulate a clever and disruptive communications mechanic that would deliver market-leading inspiration to a difficult-to-reach and fragmented audience globally, positioning Da Vinci Gourmet as a brand that understands the coffee community and knows what is most important to it.
Having worked within the discerning coffee channel for many years, The Hub was familiar with the mentality, beliefs and attitudes of baristas through to coffee shop operators.
Targeting a diverse audience, it was imperative that our recommendations were equally relevant to the vast spectrum from bean-to-cup to craft – accessible to mainstream foodservice outlets aspiring to maximise their coffee offer, to the discerning master barista where flavour is sacred.
Maximising our hot beverage category experience, we knew all targets desired inspiration and advice and thus went about creating an interactive guide to speciality beverages, providing insight, trends and recipes from across all the leading coffee hotspots globally.
Da Vinci Gourmet offered a quality range of syrups and flavourings to enable the market to extend its coffee offer, tapping into the profit opportunity of the astute coffee consumer, but it was crucial that the quality and complementary attributes of the products were strongly communicated.
The Hub crafted an extremely creative and engaging thought leadership platform for the Da Vinci brand, standing out in an already busy space. An interactive branded digital publication, DR:NK, aimed at baristas as well as head office stakeholders, featured inspiring seasonal recipes, tips and advice, best-in-class highlights, masterclasses and ranging expertise.
We promoted DR:NK and the wider campaign via social channels with multi-device targeting. The digital publication also drove incremental lead generation and social media following. Recipes featured sales generating links to purchase for each regional distributor partner.
The app-based communication tool was supported by an always-on PR campaign, as well as direct to end users at key trade shows and targeted PPC activation.
The very first DR:NK issue achieved over 3,908 downloads – beating its original KPI by more than 1,000 – driving 182,156 total video views and 15,045 social engagements with customers, end users and category influencers.
DR:NK went on to be promoted across Da Vinci Gourmet’s key international commercial regions.
“Baristas are both busy and demanding – the DR:NK publication hit the sweet spot of educating and informing our target audience without being patronising. It really helped shift perceptions of our brand and meant that sales teams were better able to engage with and sell to this notoriously cynical audience”