Title	COFFEE VS GANGS
Brand	MONDELÉZ
Product/Service	INSTANT COFFEE MANUFACTURER
Category	A02. Corporate Responsibility
Entrant Company	J. WALTER THOMPSON London, UNITED KINGDOM
Advertising Agency	J. WALTER THOMPSON London, UNITED KINGDOM
Media Agency	PHD MEDIA London, UNITED KINGDOM
Production Company	RSA FILMS London, UNITED KINGDOM

Name	Company	Position
Russell Ramsey	J. Walter Thompson	Executive Creative Director
Jaspar Shelbourne	J. Walter Thompson	Global Creative Director
Naz Nazli	J. Walter Thompson	Creative
Rob Welch	J. Walter Thompson	Creative
Matt Leach	J. Walter Thompson	Creative
Jess Oudot	J. Walter Thompson	Creative
Lula Boardman	J. Walter Thompson	TV Producer
Neil Godber	J. Walter Thompson	Planner
Helen St Quintin	J. Walter Thompson	Planner
Paul Kirkley	J. Walter Thompson	Global Director
Adrian Ash	J. Walter Thompson	Account Manager
Emma Howarth	J. Walter Thompson	Board Account Director
Patrick Netherton	J. Walter Thompson	Account Director
Caitlin O'Keefe	J. Walter Thompson	Account Director
Angus Flockhart	J. Walter Thompson	Account Director
Sarah Nugent	PHD Media	Media Planner
Rebecca Stafford	PHD Media	Media Planner
Alex Moore	OneTwoFour	Creative Director
Richard Melton	OneTwoFour	Director/Shooting Director
Fiona Rogers	OneTwoFour	Director of Production

The Campaign

Honduras suffers one of the world's worst gang problems. They prey on the young, with recruitment starting before the age of 10. With 36,000 gang members and 12,000 police officers, Honduras now tops the world's homicide league. Kenco is one of the largest buyers of Honduran coffee, operating in a market where buyers are notoriously unresponsive to the idea of changing what's in their basket. With a commitment to ethical conduct, Kenco has strong heritage in campaigning for fairness and needed to re-assert its ethical leadership of the category – to become known for more than great-tasting coffee. This led to a ground-breaking corporate responsibility programme, Coffee Vs. Gangs - a pioneering scheme to give young Hondurans a way out of gang life by training them as coffee entrepreneurs. Over 12 months, viewers followed 20 recruits through stories in traditional and social media, emotionally engaging documentary films and TV and Cinema ads. In-depth features paired with online assets created various touch points where the public could learn more about Honduras and follow the participants' stories. Over 2 million people watched these stories and a Daily Telegraph editorial partnership saw the bespoke Coffee Vs. Gangs microsite become the newspaper's best performing content, reaching 6.6 million people. International coverage launched the campaign and support from the Honduran Ambassador and Premier League footballer, Wilson Palacios, drove earned media reach of over 200m, including an 8 min slot on BBC World Service. Furthermore, a feature on Sky News saw Mondelez Marketing Manager, Martin Andreasen interviewed about the scheme on live TV.

The Brief

We needed to build Kenco's equity around sustainability and fairness and show they produce quality coffee in a compassionate and beneficial way. To do this, we needed a corporate reputation campaign, which would improve the lives of people in Honduras – and translate this overseas initiative into UK media coverage. We needed to drive widespread conversation around Kenco's ethical sourcing and the quality of their coffee from Honduras. So we researched UK ambassadors with links to Honduras and how best to deliver the emotional context of the participants, showing that purchases in the UK could improve the lives of those in Honduras.

Execution

We ensured we worked with partner organisations and NGOs who were credible enough to resist UK media scrutiny. Interview questions, imagery and media training of key execs mitigated risk from media – and we developed a phased media strategy to provide a constant stream of story angles. We launched the campaign with an event hosted by Premier League footballer – Wilson Palacios – who attended alongside the Honduran Ambassador. One-on-one interviews addressed Wilson's brother's murder by Honduran gangs – and how schemes like Coffee Vs. Gangs were important for driving change, and how UK consumers could make a genuine difference to people's lives in Honduras. Features were built around the scheme and the individuals taking part.

The YouTube films had over 2m views and a 21% completion rate – Vs. industry benchmark of 13%. Facebook content had over 700k views, with a 12.3% completion rate Vs. industry average of 0.5% An editorial partnership with The Daily Telegraph saw the bespoke Coffee Vs. Gangs microsite become the newspaper's best performing content – reaching 6.6m people. Earned media reach for the campaign is in excess of 200m – with slots on Sky News and an 8min slot on the BBC World Service. Business results are equally impressive – with 52% more jars of Kenco's core range sold than in 2013, and market share up by 3.0%. This is despite Kenco's biggest competitor spending 4x as much on media.

The Strategy

As buyers become more and more interested in the values and ethics of the brands they choose, we needed to deliver a rational (good quality beans from place of origin) and emotional (good quality beans that also do good) reason to believe in Kenco. With the lives of our Honduran coffee growers increasingly under threat from social unrest, we saw an opportunity to address both issues. Having identified suitable partners to fulfill the campaign, we engaged credible influencers with a compelling story to tell – Wilson Palacios is from Honduras and his brother was killed by gangs, which made him a powerful and newsworthy ambassador. Features and interviews were carefully placed to drive views of the online content, with social media used to share specific stories of the scheme's participants and show how activity in the UK was benefitting the Honduran growers.