Macmillan Stands Out in Crowded Market by Reworking Coffee Morning Proposition
The World’s Biggest Coffee Morning is Macmillan’s flagship fundraising event and has raised over £113m since its inception. However, with ambitious targets and an increase in competitor events, CRM agency Kitcatt Nohr has been working with the charity to ensure it continues to deliver a sector leading performance.
Talking to past hosts, Kitcatt Nohr found that a Macmillan Coffee Morning is as much about friendship, as it is about cake and coffee. The new creative idea, ‘Cake tastes better together’, reflects both the popularity of baking and the idea of friends getting together for good.
Kitcatt Nohr has redesigned the Coffee Morning kit and it includes everything needed to hold a successful event. The agency has created multiple variants of the kit to suit events hosted at workplaces, homes, schools and community centres.
The direct campaign is supported by targeted banners, content on social platforms, radio and print ads all featuring the ‘Cake tastes better together’ proposition. The media strategy and the use of social in particular reflects Macmillan’s drive to appeal to a new, younger generation of hosts.
Claire Driscoll, National Events Marketing Manager at Macmillan, said of the activity: ‘The new campaign by Kitcatt Nohr appeals to both previous hosts and new recruits. This, along with an increasingly targeted approach to media, makes us confident that this year’s Coffee Morning will be the most successful yet’.
Ben Golik, Executive Creative Director at Kitcatt Nohr, commented: ‘By distributing special cake dusting stencils we hope to encourage the audience bake their own version of the campaign cake, and share their Macmillan ‘showstopper’ in social media.’