Coffee with a Concept: The deli2go Coffee Lead Campaign

Background and Challenge

In the highly competitive to-go food market, the goal was to spotlight deli2go's coffee expertise – the food and beverage brand offered at Shell stations. Spanning across 2017 and 2018, the coffee lead campaign aimed to position deli2go as a reliable provider of high-quality coffee while emotionally strengthening the brand. The challenge was to combine informative content with eye-catching point-of-sale activations in a smart, engaging way.

Approach and Realization

The campaign kicked off with a digital "competence offensive". We created a range of informative and entertaining content around coffee – such as the "Did you know...?" format – and produced visually striking video content. At the same time, we revamped the Shell website and designed an engaging subpage for deli2go, presenting key information on coffee quality in a compelling way.

At the point of sale, we introduced high-impact promotions like "Sampling Weeks", "Get Your Cup" and "Free Refill" supported by custom print materials and in-store video content. In 2018, we expanded the campaign with a key new element: the brightly designed "Coffee Lottery Cup" which listed all major lottery prizes and served as a bold, highly visible communication tool.

Results

The integrated on- and offline campaign made deli2go's coffee quality visible, tangible – and tasteable. With targeted content, interactive components, and attention-grabbing promotions, we successfully boosted brand awareness and directly drove sales. The Coffee Lottery Cup became the campaign's signature element and played a significant role in anchoring the deli2go brand in consumers' minds.