Goals and objectives
The campaign aimed to strengthen illy’s position as the preferred premium coffee brand in Denmark and increase its market share in the retail sector. The objectives were to enhance brand preference, elevate quality perception, and drive both trial and sales among Danish coffee consumers.
KPI's
- Total reach: 1,106,468 within the target group
- Impressions: 4,393,406 (average frequency of 4)
- Throughplays: 322,711 (average view time of 8 seconds)
- Online advertorial reads: 32,700+ (55,000+ clicks)
- Podcast listens: 30,000+
Business impact:
- Retail sales increase: +27% (2024 vs. 2023)
- Online sales growth: +57% (2024 vs. 2023)
- Total brand awareness: 45% (2025) vs. 36% (2023)
- Trial rate increase: 24% (2025) vs. 17% (2022)
- Quality association: 23% (2025) vs. 16% (2024), linking illy to “high-quality beans”
Target audience
Geography: Denmark
Demographics:
- Gender: Men and Women
- Age: 25–65+
Psychographics:
- Coffee drinkers who value quality and craftsmanship
- Consumers willing to invest in premium products
- Individuals who appreciate taste, experience, and authenticity
- Well-travelled individuals who engage with global trends and view discovery as a social asset
Strategy
Despite illy’s global reputation, Danish consumers often perceived local roasteries and competing brands as higher in quality. Additionally, economic uncertainty had driven a shift toward more affordable coffee options. The campaign aimed to counter this trend by emphasizing illy’s Italian heritage and its global brand platform, “Quality Loves Details.”
To localise this message, the campaign partnered with Denmark’s leading lifestyle media brands, Euroman and Gastro, using their trusted editorial voices to build credibility and drive engagement. The strategy focused on:
- Enhancing brand awareness and quality perception among Danish coffee enthusiasts
- Driving brand preference and purchase intent by aligning illy with superior coffee craftsmanship
- Positioning illy as a lifestyle choice for discerning consumers
- Increasing trial and sales in both retail and online channels
Key tactics included:
- Endorsement strategy: Leveraging Euroman and Gastro’s editorial authority to reinforce illy’s premium image
- Print media: Long-form storytelling to deepen audience engagement
- Social media: Targeted storytelling and creative formats to drive reach and interaction
- Podcast integration: Immersive audio content to educate and inspire
- Advertorials: Content designed to inspire and direct traffic to illy-focused experiences
Creative idea
The creative concept brought illy’s global brand platform, “Quality Loves Details,” to life under the locally resonant positioning: “The highest standard. But at home.” Two editorial concepts were developed:
1. illy. Accademia del Caffè. (via Gastro)
This concept explored the craftsmanship behind illy’s coffee, showcasing its legacy since 1933. The content offered expert-led guides on barista techniques, insights into illy’s unique blending process, and its meticulous production standards. Designed for coffee aficionados, the content formats included:
- Print and digital advertorials highlighting illy’s heritage and attention to detail
- Social media posts featuring expert tips and storytelling
- Short-form videos demonstrating barista techniques and illy’s craftsmanship
2. illy. Italian for Coffee. (via Euroman)
This concept tapped into the aspirational and cultural appeal of Italian coffee rituals. It resonated with well-travelled Danes who associate Italy with sophistication and quality. The campaign featured a special collaboration with Euroman’s podcast “Arbejdstitel,” taking listeners to Trieste—illy’s hometown—for an immersive exploration of its coffee culture. Content formats included:
- Podcast episodes exploring Trieste, its coffee traditions, and illy’s roots
- Print and digital advertorials weaving together Trieste’s culture with illy’s story
- Social media amplification through video snippets and visual storytelling
Channels
- Meta (Facebook & Instagram):
- Video campaigns (thruplays) to ensure high-quality views
- Traffic campaigns to drive clicks to advertorials and podcasts
- Reach campaigns to maximise exposure and ad recall
- Real-time budget optimisation for best-performing assets
- Euroman & Gastro print magazines: Premium storytelling for high-value audiences
- Podcast: Deep engagement through immersive audio content
- Digital advertorials: Inspirational and educational content with high engagement value
Learnings
- Partnering with trusted media brands significantly enhanced illy’s credibility and reinforced its premium positioning
- Podcast content proved to be a powerful tool for immersive storytelling and deep audience engagement
- Social media storytelling effectively drove traffic and engagement, outperforming benchmarks across key metrics
- The integrated native advertising approach delivered measurable business results, including increased sales, stronger brand equity, and higher brand preference
Surprising Insights
The campaign revealed that the Italian coffee culture narrative strongly resonated with Danish consumers. The association between premium coffee and an elevated lifestyle proved aspirational, reinforcing illy’s position as a brand worth investing in.