Multi-platform research

Insight and analysis into the roles of multi-platform newsbrands in delivering effective advertising.

Kenco – Coffee vs Gangs

How powerful content, delivered through a credible media authority, helped Kenco's CSR story stand out and get noticed.

Honduras has a notorious record – gangs, violence, it's the country with the highest murder rate in the world. As Honduras' biggest coffee exporter, Kenco wanted to give something back. The Coffee vs Gangs initiative aimed to train 20 young people to get them out of crime and into entrepreneurship - teaching invaluable skills including farming and agricultural science, English lessons and writing a business plan.

However Kenco's ethical brand position was no longer unique, the coffee category had become awash with CSR initiatives and the brand needed to differentiate themselves. By working with The Telegraph on a year-long partnership they were able to get the credible authority that was needed to separate them from the competition.

A branded online environment was created with The Telegraph, with content ranging from articles to videos made with the production team of 'Ross Kemp on Gangs'. By working with Fundes, a leading LatAm NGO, The Telegraph's foreign correspondent Robert Crilly and war photographer Adam Hinton were able to visit Honduras to meet the Kenco students and their families – leading to a series of powerful introductory editorial pieces, giving readers a vivid picture of the backdrop against which Coffee vs Gangs was conceived.

Key findings

  • Over 5.5 million have engaged with the content since Coffee vs Gangs began
  • Sales of Kenco are up by 8.4%
  • Market share has increased by 3% despite being outspent 4-to-1 in media by its biggest rival

PHD & The Telegraph's brave response was critically backed up with data; it opened our eyes to a really exciting approach to partnerships that far exceeded our expectations

Will Bennett, brand manager, Jacobs Douwe Egbert

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