Le Piantagioni del Caffè
- MARKET and STRATEGY ANALYSIS
- CONCEPT, design and brand creation
- Business model
- Market positioning
- EVENTS and co-marketing
- Public relations and press office
- WEB MARKETING e community management
We oversaw a full re-design and review of the Le Piantagioni del Caffè strategy, achieved by implementing our strategic, scientific-based method.
This led to +32% growth between summer 2019 (pre-COVID) and summer 2021 (not yet post-COVID), demonstrating the effectiveness of our approach.
Le Piantagioni del Caffè is a producer of premium coffee (specialty coffee) recognised in Italy and abroad as among the best in the world. However, it owed this reputation to a niche group of premium coffee enthusiasts. As such, Le Piantagioni del Caffè’s strategy had been oriented towards satisfying the interests of its more technically-minded customers, with lots of information included in its marketing materials. This, however, created an entry barrier for new enthusiasts and those with less expertise, those who were curious.
Following an 18-month study, we developed a strategy involving dividing the products into three separate lines – to clarify the offering – and produced a strategy, tone of voice and “pop” communication style, oriented toward latent demand.
The goal? To increase the number of premium coffee enthusiasts, rather than being restricted to a small niche.
- Specialty Coffee
- Wholesome product
- Quality coffee, lightly roasted
- Wide range
- Human to Human marketing
- Concept oriented to latent demand
- Fidelity and community
- Innovation in the sector and image curation
In order to perform this major strategy and communications review, we carried out a detailed study of sector trends at an international level (75% of Le Piantagioni del Caffè’s business comes from abroad). We also drew on our wealth of experience in the sector, built up through consultancy work for Illy Caffè and Caffè Diemme and management of a number of establishments, including Caffè Pedrocchi in Padua.
The coffee scene, at an international level, is seeing the end of the so-called “third wave” which brought with it significant awareness regarding the origins and methods of producing coffee. It is a market that has become highly segmented, featuring different culture levels, and is ready to enter the phase of maturity (a phase currently experienced by the wine market, for example). To us, “maturity” means making high quality products available to the greatest number of people, in the most accessible and direct way possible.
And so pop communication also draws and intrigues non-experts: it encourages them to try the product, and when they experience the quality, they are intrigued. And the various means of communication used by Le Piantagioni del Caffè offer plenty of opportunities to satisfy this curiosity: blog articles, texts explaining the individual products, a video encyclopaedia with over 70 introductory videos to the world of coffee, and the story of each individual estate selected by Le Piantagioni del Caffè as a supplier.
This is therefore a “funnel” strategy, aimed at increasing product and brand penetration in the market. The extreme care taken with the design led to the emergence of a community of enthusiasts who are proud to talk about their choice on social media, thus generating viral communication through real ambassadors.
Click on the image and read:
Watch the video dedicated to “Highlights di Bloom With Us”:
Watch the video dedicated to Specialty People Blends:
Watch the video dedicated to alla linea Di Piantagione:
Watch the video dedicated to Dirompenti:
