A wreath for the coffee
Luxury Goods: With the Medaille d'or «Grand Cru,» JWT+H+F aims to regain ground among discerning coffee drinkers.
Luxury foods JWT+H+F aims to make up ground with spoiled coffee drinkers for the Medaille d'or "Grand Cru" Medaille d'or is one of the market leaders in the "traditional" coffee brand segment, but is constantly losing ground to the "Italo coffees". In addition, this segment is increasingly dominated by private label brands. The brand is now to be guided towards a premium positioning through a vertical line extension, thereby achieving greater differentiation from its competitors. "Grand Cru" is the name of the new premium solution: Kraft Foods is therefore launching a new sub-brand for discerning connoisseurs under the umbrella brand "Jacobs Medaille d'or".
JWT+H+F has been commissioned to develop a launch campaign for the new premium product. The TV commercial is intended to create a brand world and anchor the positioning of "Grand Cru" with consumers: "Grand Cru" stands for the highest level of coffee enjoyment without compromise, because "Grand Cru" is made from 100% premium Arabica beans.
Recommended by the boss
"The campaign is based on the insight that everyone has to make compromises in life from time to time," says Remy Fabrikant, CD of the agency JWT+H+F. Even the target group - people with the highest standards when it comes to culinary delights - are not exempt from this. Except when it comes to coffee: only the best is good enough, namely Medaille d'or "Grand Cru".
In the TV commercial "Meisterkoch", the protagonist is the head chef in a top restaurant. He is confronted with the rather complicated order of a very demanding female guest. However, he cannot resist the charm of her ordering furioso. In the end, he agrees to prepare the unusual dish, which is diametrically opposed to his idea of haute cuisine. When it comes to coffee, however, there is no more compromise for the master: "Grand Cru" from Medaille d'or.
The TV commercial was produced by Hochkant Film Munich, 33 seconds long, the reminder 10 seconds. It can be seen in German and French until further notice.
Andreas Panzeri
JWT+H+F has been commissioned to develop a launch campaign for the new premium product. The TV commercial is intended to create a brand world and anchor the positioning of "Grand Cru" with consumers: "Grand Cru" stands for the highest level of coffee enjoyment without compromise, because "Grand Cru" is made from 100% premium Arabica beans.
Recommended by the boss
"The campaign is based on the insight that everyone has to make compromises in life from time to time," says Remy Fabrikant, CD of the agency JWT+H+F. Even the target group - people with the highest standards when it comes to culinary delights - are not exempt from this. Except when it comes to coffee: only the best is good enough, namely Medaille d'or "Grand Cru".
In the TV commercial "Meisterkoch", the protagonist is the head chef in a top restaurant. He is confronted with the rather complicated order of a very demanding female guest. However, he cannot resist the charm of her ordering furioso. In the end, he agrees to prepare the unusual dish, which is diametrically opposed to his idea of haute cuisine. When it comes to coffee, however, there is no more compromise for the master: "Grand Cru" from Medaille d'or.
The TV commercial was produced by Hochkant Film Munich, 33 seconds long, the reminder 10 seconds. It can be seen in German and French until further notice.
Andreas Panzeri
