McCormick, the flavour experts behind the iconic Camp Coffee brand, sought to maintain the product's relevance with younger consumers. Traditionally seen as a coffee drink, Camp Coffee was increasingly being used as a baking ingredient. The challenge was to tap into the growing baking market and reposition Camp Coffee as an essential product for home bakers, while engaging a younger, social media-savvy audience.
Camp Coffee was struggling to resonate with younger consumers who no longer viewed it as a coffee drink. Instead, the brand needed to shift its perception and align itself with the growing popularity of home baking, especially among a younger demographic. The task was to devise a strategy that would both reframe the product's image and engage this new audience effectively.
We developed a social-first campaign, “The Secret to all Great Bakes,” which capitalised on the growing trend of home baking . The campaign targeted younger consumers (Millennials - Gen Z) through platforms like Facebook, Twitter, and Instagram, using an engaging and relatable message. We amplified the campaign through influencer partnerships launched against The Great British Bake Off – which served as a perfect launchpad. In addition to organic social media activity, we ran a series of Google AdWord promotions, reaching almost 300,000 users. A large-scale Instagram initiative, supported by influencer network Indahash, was also launched, further extending the campaign’s reach. The campaign drove impressive results, including a significant increase in social media engagement and sales: A 118% month-on-month growth in engagement, driven by live-tweeting of The Great British Bake Off and the creation of an interactive “Bake Off Bingo” game. A reach of 354,697 users through an Instagram campaign with influencer partnerships, generating over 12,500 likes in just one month. A total campaign reach of over 5 million impressions across all platforms. The highest-ever yearly sales figures through the retail grocery channel. Through targeted social media strategies and influencer partnerships, we successfully repositioned Camp Coffee as a must-have ingredient for modern home bakers, with lasting impact on both brand engagement and sales.
