Annabel Ridley
Producer at MPC LDN
Boston, United Kingdom
TitleCoffee Vs Gangs (90s)
Agency
Campaign Coffee Vs Gangs
Advertiser Mondelez International
Brand Kenco
Date of First Broadcast/Publication
Business Sector Coffee, Tea, Chocolate Drinks, Breakfast Drinks
Story Sustainability has become the norm within the coffee industry and consumers are becoming increasingly skeptical of ethical messages from big brands. In an effort to make a real difference in people’s lives, JWT London developed a pioneering, category-redefining idea to reawaken the UK population to Kenco's commitment to doing good.  Kenco, one of the world largest coffee brands, has embarked on an initiative that brings the brand beyond its limits.
Story (original language)
Philosophy In Honduras, where the gang problem is one of the worst in the world, JWT has set up a year-long scheme to train young at-risk people in coffee farming. The 20 recruits will be given the training and support to build a better life for themselves as coffee farmers, away from the gangs.
Problem  
Kenco sources its coffee from some of the most beautiful countries in the world. However, many of these countries are ridden with gangs responsible for thousands of murders, with countless innocent people caught in the crossfire. The unfortunate reality of young people growing up amongst the gangs is that lacking opportunity, they tend to fall into the gang life.  The idea, by the JWT London team, was to give them a choice where currently they have none.
Media Type Television
Length
Market Honduras
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