Founded in 1902 by the De’Longhi family in Treviso, Italy, De’Longhi are known for combining premium Italian design with functional and user-friendly features.
They’re all about creating a community of like-minded people and bringing great tasting bean to cup coffee to as many people as possible.
To continue this mission, they’ve teamed up with parkrun, a free, community 5km event where participants can walk, jog, run, volunteer, or spectate at hundreds of locations worldwide.
The Challenge
We all love that post-run feeling and if you’re anything like us, your post-run fuel of choice will be great coffee. In fact, an essential part of the very first parkrun back in October 2004 was the commitment of going for coffee afterwards, so you could say De’Longhi and parkrun are a pretty good match for each other.
To further highlight and support the De’Longhi x parkrun partnership, we were tasked with establishing a new overarching creative direction with a focus on developing a campaign red thread and defining a dual brand lock-up to ensure all partnership communications moving forward are rolled out consistently and cohesively.
The Result
We created a campaign that seamlessly tied each audience touchpoint together, whilst also resonating with and being representative of both De’Longhi and parkrun audiences.
Armed with our new creative, De’Longhi have successfully implemented and rolled out our campaign across their social calendar and activation plan.
As part of their ongoing activation, the De’Longhi coffee van has visited 33 parkrun events across the UK, with many locations still to visit, so keep an eye out for your post-run coffee on behalf of De’Longhi!
”“As sports and coffee are the ultimate match, we enlisted the expertise of Brandwave to bring the De’Longhi and parkrun partnership to life. Brandwave understood the significance of a pre or post parkrun coffee and helped us to align better with the parkrun community, delivering a fantastic campaign red thread that creates synergy between the two brands and captures the essence of the partnership.
The Brandwave team listened to our need for flexibility and have produced a suite of assets that we can adjust in house to align with our CRM strategy, social content calendar and activation plan. We have already seen better engagement as a result of using the new identity and we look forward to utilising it as we roll out our parkrun coffee ambassador programme for 2024.”
Lois CheadlePartnerships Lead UK & Ireland - De’Longhi Group
