Ueshima Coffee Company Launch
We launched Japan's number 1 coffee brand into the European markets, with a bespoke and integrated direct to consumer (DTC) campaign. Our creative platform came to life across an ecommerce site and with paid social support across Facebook and Instagram and we've supported the brand's launch into leading retailers.
Ueshima are the number one selling giant of the Japanese coffee market. Yet to launch in the west, they wanted to hit the ground running in the UK. In an already crowded category, we worked with them to figure out the best possible comms strategy to launch them through their Shopify DTC site and then support expansion into retail in ways that would compel UK drinkers to pick them over their current favourites.
Ubiquitous origin claims by many existing brands hide a lack of true craftsmanship that is so important to today’s coffee drinkers. We recognised that drinking good coffee is a daily ritual and a small indulgence that’s an important part of the rhythm of our lives. The identification of these ritualistic coffee moments, combined with Ueshima’s Japanese heritage and endless pursuit for perfection, meant we were the only coffee that was perfected by the masters of rituals.
Based around Japanese culture, as well as the practice of ‘Takumi’ (the Japanese pursuit of perfection without compromise) “Respect The Ritual” became Ueshima’s creative platform. This manifested as a series of bespoke static and video assets, showing coffee rituals relatable to the UK market, such as enjoying a coffee with a good book or enjoying a moment of pause whilst working from home. These scenarios were tailored to multiple channels such as Instagram, Facebook and PR all with a strong driver towards e-commerce.
What we delivered
Just as comprehensive as the brand itself, we wanted to arm Ueshima with everything they needed for a successful UK launch. A suite of assets were created through a stylised photoshoot. This library of static and video content was turned into both organic and paid social, successfully driving consumer sales and directing visitors to the DTC launch – increasing awareness of the brand in the UK market. Media packs were also designed and received by key journalists, buyers and influencers to support the retailer sell in process and increase user-generated content. And finally, we created digital and print trade ads which featured in The Grocer and aimed to encourage engagement with the site from buyers as well as consumers.
The whole campaign was supported with customer acquisition and retention focussed activity across PR, organic social, email and on-site, with paid search and social and SEO managed by our partners at Manning Gottlieb.