How we worked with Ueshima to launch their new coffee bags.

The challenge

Japanese brand Ueshima Coffee Co. (UCC) approached us wanting to sample their instant coffee bags to drive trial and increase penetration in the UK market. While instant coffee bags are widely known and very popular in Japan, they aren’t very well known in the U.K. The campaign sought to educate UK consumers on the coffee bag concept and how to use them, convert people already using competitor products to the Ueshima brand, and provide a clear route to purchase post-trial.

Coffee Bags for sampling

The solution

Facebook was used to target people who were likely to be interested in the product, using previous engagement with coffee content and propensity to shop at Waitrose. The Sampl platform ensured that well-qualified consumers had their requests approved so the samples could be delivered to the best audience. Educational content was provided with the samples to make sure consumers knew how to brew the coffee so it could be enjoyed at its best. Further touchpoints invited people to review their experience and directed them to purchase, using NearStore to highlight local retailer availability for each consumer so they could find Ueshima easily when they wanted their next fix.

Nearstore product sampling

The results

47%

Opted-in for future marketing

800+

Reviews captured

88%

Will recommend the product

The campaign achieved a good mix of impact on the different audiences, with 93% of consumers new to the brand and 61% having never purchased instant coffee bags before. The educational content performed well, helping ensure people were able to get the most from the coffee experience – 90% of those who hadn’t tried coffee bags before intend to purchase in future, and 92% of those using competing brands intend to switch to Ueshima.

Ueshima provides the best coffee i have ever tasted their range of coffees use only the finest coffee beans and I am amazed how smooth this coffee is.

Really great coffee with speedy delivery. The range is also good. The extra strong is fantastic as well. I love each strength. Well roasted and delicious. Highly recommended.

After receiving samples of the coffee bags of the house blend and mount fuji I can honestly say this is one of the best coffees I have tried!

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