The World’s Biggest Coffee Morning is Macmillan’s
flagship fundraising event and has raised over £113m since its inception.
However, with ambitious targets and an increase in competitor events, CRM
agency Kitcatt Nohr has been working with the charity to ensure it continues to
deliver a sector leading performance.
Talking to past hosts,
Kitcatt Nohr found that a Macmillan Coffee Morning is as much about friendship,
as it is about cake and coffee. The new creative idea, ‘Cake tastes better
together’, reflects both the popularity of baking and the idea of friends
getting together for good.
Kitcatt Nohr has
redesigned the Coffee Morning kit and it includes everything needed to hold a
successful event. The agency has created multiple variants of the kit to suit
events hosted at workplaces, homes, schools and community centres.
The direct campaign is
supported by targeted banners, content on social platforms, radio and print ads
all featuring the ‘Cake tastes better together’ proposition. The media strategy
and the use of social in particular reflects Macmillan’s drive to appeal to a
new, younger generation of hosts.
Claire Driscoll, National Events Marketing Manager at Macmillan, said of the activity: ‘The new campaign by Kitcatt Nohr appeals to both previous hosts and new recruits. This, along with an increasingly targeted approach to media, makes us confident that this year’s Coffee Morning will be the most successful yet’.
Ben Golik, Executive Creative Director at Kitcatt Nohr, commented: ‘By distributing special cake dusting stencils we hope to encourage the audience bake their own version of the campaign cake, and share their Macmillan ‘showstopper’ in social media.’
Get ready for
everyone’s favourite morning of the year, and host an event at work or at home
this September. To get your fabulous free Coffee Morning Kit, visit www.macmillan.org.uk/coffee.