2015 highly commended: Kenco, Brand Revitalisation - Case Study

Kenco had been differentiated in the industry through its ethics for many years, and this had fuelled significant, profitable growth. However, sales started to falter and comptetitors were beginning to also make sustainability claims. Their point of difference was eroding.

This was not just a communications brief for the agency, but a brief to find an ethical idea that would genuinely revitalise the brand. An idea with severe restrictions, namely that the source of production, the production process, packaging and distribution could not change.

Kenco realised in order to do this they had to do what other sustainability or CSR campaigns had failed to do. They had to really engage us consumers and get us thinking differently about the product by telling a compelling human story AND make it directly relevant to the product.

To find a cause that is really motivating nowadays, it needs to be both a human, social issue and one that directly effects the production of the product.

Kenco realised they could find a tale in the source of production. Kenco’s Coffee vs. Gangs was conceived to do exactly that - a scheme to give young Hondurans a way out of gang life and into coffee farming.

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