Case Study: Helping A Brand With Younger Audiences

The Marketing Centre helps DRWakefield reinvigorate their brand and build a grassroots marketing presence.

Challenge

The coffee market had become (and continues to become) more and more fragmented by start-up roasters seeking different and unique speciality coffees, disrupting the category.
DRWakefield needed to adapt to the shift in coffee culture – new independent coffee bars who buy selectively and no longer just commodity buyers.
DRWakefield wanted to develop a marketing strategy to deliver to the established traditional commodity buyers, yet also drive strong engagement with smaller roasters to harness growth in the market.

Solution

Create a brand that was differentiated from the competition and more in-tune with the current coffee culture.
Relaunch the DRW web presence to meet this younger, more demanding, audience’s expectations.
Leverage the expertise, knowledge and quality standards of DRWakefield through an integrated marketing strategy engaging growers and roasters alike.

Result

Established DRWakefield as the ‘one-stop, global, green coffee experts’.

Contributed to annual revenue growth of 12% Year On Year since 2011.

Leveraged a strong brand presence with key market influencers such as the Soil Association, Fairtrade and the Rainforest Alliance as well as farmers in origin.

We have come a long way in a short space of time. Initially I was sceptical about the need for a brand refresh but the process has added strategic clarity to who we are, what we do, and why we’re good at it. Our part-time Marketing Director, is passionate and enthusiastic about getting results. We’re still very much on the journey but with a part-time Marketing Director on my team I have the confidence to know we’re getting there.

Track Record

Case Study: Helping A Brand With Younger Audiences

Challenge

Solution

Result

Simon Wakefield, Business Owner and Managing Director