Diffusion has been appointed by Allegra-owned UK Coffee Week and The London Coffee Festival to boost their brand awareness this year.
UK Coffee Week, which takes place from 11 to 17 April 2016, is a nationwide celebration of coffee that brings together thousands of coffee shops, including Starbucks, Costa and Debenhams, as well as independents across the UK, to raise funds for projects in coffee growing countries.
Various activities carried out by coffee shops across the UK raise funds for the UK Coffee Week charity, Project Waterfall, which provides clean drinking water and sanitation to those that make coffee across the world. To date, five years since its launch, Project Waterfall has raised over £325,000 for communities in Tanzania, Rwanda and Ethiopia.
Diffusion has been briefed to promote UK Coffee Week, managing media relations, brand profiling and positioning the event as a leading celebration for coffee lovers and retailers.
Launched in 2010, London Coffee Festival (taking place from 7 to 10 April this year) has increased in size by more than 30% and Diffusion has been brought in to increase awareness across a variety of food, beverage, lifestyle and trade media, as well as highlight the festival’s positioning as a key event in the food calendar.
Remy Le Fevre, head of consumer at Diffusion, said: “Coffee is one of the most exciting cultural trends of 2016 and is becoming an important lifestyle driver. The team at Allegra have been at the forefront of driving this phenomena, with a mission to broaden the reach of coffee quality and innovation to an even wider audience.
“There is a great opportunity for Diffusion to work with influencers to help accelerate and shape this trend to ensure The London Coffee Festival and UK Coffee Week both have their most successful year to date.”