Built around a focused integrated marketing campaign comprising radio commercials, radio activation, a master brand television commercial and television sponsorship, JWT Johannesburg ensured the Jacobs brand and the power of the Verwohnaroma remained top of mind whether coffee drinkers were wanting that first cup of coffee in the morning at home, at the office or in front of the television in the evening.

Stuart Knott, Senior Brand Manager for Jacobs Kronung Coffee, said: “This campaign has driven an excellent sales run in our key winter period and we can only build from here. We are thrilled with the increased share to 30.4%, an all time high for us.”

From the middle of July, Jacobs Kronung Mild has been sponsoring the popular series, Private Practice, plus an intensive radio campaign comprising both live reads and spot ads enhanced the brand even further during evening TV viewing and throughout the day.

“For the live reads promoting Jacobs Kronung, Jacobs Kronung Mild plus Jacobs Kronung Night and Day variants, the radio personalities were really excited when we briefed them on the campaign,” says Diane Fraser, Business Unit Director on Jacobs, “as many of them are loyal Jacobs coffee drinkers. At the beginning the campaign focused on personal endorsements from the DJs and as it progressed, it became more of a hard sell, tied in with promotional aspects.”

The live read endorsement campaign concept was adapted to a diverse range of radio stations including Metro FM targeting urban black consumers through to RSG aimed at older Afrikaans speaking consumers.

The third aspect of the radio campaign saw the agency producing two spots for airing in conjunction with the live read campaign. Both spots talked strongly about the wonderful aroma of Jacobs - the Verwohnaroma and how it is so powerful and enticing that people seek it out, because it is so delicious that once you experience it – there is no going back.