Editor’s choice: Kenco Coffee vs Gangs
by JWT for Mondelez
“Having a distinct social purpose in coffee has become hard as so many suppliers have engaged in schemes such as Fairtrade or Rainforest Alliance,” said The Grocer Editor Adam Leyland on why this was his standout entry. “Kenco’s response - to encourage Honduran children to reject gang life for coffee farming - was daring, and vividly told via an amazing ad. But it never could have worked without the PR and below-the-line work, because this was a story that needed to be told carefully. The results have been impressive, and include a 3% hike in market share.”
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