Only at home? Not at all: Café Royal and Migros Gastronomie launch new campaign
The new campaign by Café Royal and Migros Gastronomie draws attention to the approximately 260 locations and has been running for two weeks since Monday in online and digital out-of-home media.
The centerpiece of the new campaign is a video in which a cappuccino is poured into two hands formed into a cup. The video is intended to convey a feeling of freedom and spontaneity when consuming on the go. "Out-of-home coffee consumption is very popular, especially among young people who may not yet have their own coffee machine and like to be out and about. With the new campaign, we want to appeal more to this target group," says Magdalena Blonkiewicz, Marketing Communication Manager at Delica.
The campaign is flanked by online banners with eye-catching headlines inviting customers to stop off at a Migros restaurant or takeaway. The motifs are also used on posters near the POS.
Jung von Matt/Havel is responsible for the campaign. "The campaign breaks the rules of traditional coffee communication, which we felt was long overdue," says Shelley Lui, Creative Director at Jung von Matt/Havel. "The modern style, which is differentiating yet relaxed, suits the brand and also the target group we want to reach with it."
