Brand Launch

Bruce led the team providing the marketing communications for the launch of Cafédirect.

The brand helped to usher in the idea of a values based product that both tasted good and did good too – at the time it was quite a radical concept! The brand achieved a 4% share of the Roast and Ground coffee market in its first year.

Over the course of Cafédirect's 22 years, Bruce has provided marketing services for 7 of them, from the pioneering campaign to launch the brand (and in effect to kick start what is now a £700m fair trade market) to more recently being part of the team providing the management team with strategic marketing advice.
The first campaign for Cafédirect. Simplistic it may have been, but it changed everything.