Ueshima UK Launch

THE PROJECT

Project Background

We launched Japan’s number 1 coffee brand into the European markets, with a bespoke and integrated direct to consumer (DTC) campaign. Our creative platform came to life across an ecommerce site and with paid social support across Facebook and Instagram and we’ve supported the brand’s launch into leading retailers.

THE CHALLENGE

Challenge

Ueshima are the number one selling giant of the Japanese coffee market. Yet to launch in the west, they wanted to hit the ground running in the UK. In an already crowded category, we worked with them to figure out the best possible comms strategy to launch them through their Shopify DTC site and then support expansion into retail in ways that would compel UK drinkers to pick them over their current favourites.

OUR IDEA

Solution

Based around Japanese culture, as well as the practice of ‘Takumi’ (the Japanese pursuit of perfection without compromise), “Respect The Ritual” became Ueshima’s creative platform. This manifested as a series of bespoke static and video assets, showing coffee rituals relatable to the UK market, such as enjoying a coffee with a good book or enjoying a moment of pause whilst working from home. These scenarios were tailored to multiple channels such as Instagram, Facebook and PR all with a strong driver towards e-commerce.