Premium coffee machine supplier De’Longhi has invested in a new six-figure consumer advertising campaign for its bean-to-cup products.
The campaign – which launched this week and runs into May – comprises display advertising in print and digital media. The titles selected include national newspaper supplements and lifestyle magazines, as well as monthly food and home interest publications.
The campaign will reach over 3m AB coffee consumers within its target audience of food and coffee enthusiasts.
The ads showcase De’Longhi’s compact bean-to-cup coffee machine, the touch screen enabled PrimaDonna Avant. The advertising highlights the product’s technological advancements and simple one-touch preparation of café-quality coffee at home, as well as focusing on its Italian design.
Mark Swift, director of marketing at De’Longhi UK, said: “We’ve deliberately selected our press mix to allow us to communicate a more detailed message and educate consumers on the benefits of our bean-to-cup machines. Entertaining at home is a current recessionary trend, so we need to ensure that De’Longhi is top of mind for those looking to make a purchase.”