McCormick, the flavour experts behind Camp Coffee, wanted to keep the brand relevant with younger consumers by repositioning it as an essential baking ingredient. The goal was to tap into the growing home baking market and engage 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.
I developed the social-first campaign “The Secret to all Great Bakes,” targeting Millennials and Gen Z across Facebook, Twitter, and Instagram. I guided the creative team in executing influencer partnerships during The Great British Bake Off, along with Google AdWords promotions and a large-scale Instagram initiative. The campaign achieved record results, including 118% month-on-month engagement growth, a reach of over 354,000 Instagram users, more than 12,500 likes in one month, and the highest annual sales figures for Camp Coffee in retail grocery channels.
