SOHO Coffee Co POS 2010

Background:

apt collaborated closely with the company’s Directors to convey the brand’s core values across all collateral. SOHO retails its fair trade and organic coffee alongside a distinctive range of fresh, hand-made quality food, in high streets, shopping centres, leisure sites, motorway services and airport outlets in the UK and Internationally, to a diverse customer base.

Objectives:

To develop the tools which will effectively communicate specific promotions, whether that is competitive price promotion, presentation of the brands USPs or seasonal product promotion.

Action:

apt and SOHO identified the core in-store positions for point of sale promotion across the portfolio of stores. SOHO’s intensive, in-house product development delivers new seasonal ranges of unique products, using seasonal ingredients. As their agency, our role was to signpost the new additions, as well as inject some seasonal oomph into each outlet as the next season rolls in; making stores eye-catching and distinct from the competition. We started with themes and mood boards from which the campaign direction evolved. With such an exciting brand, ideas among the apt creative team abound! The concept was rolled out across a-frame and hanging signage, chiller collateral and point of sale pricing for maximum impact