Tchibo to go! has chosen Valentine’s Day to run its first consumer promotion.
The company will be tapping into the romantic theme of the day by enabling retailers to sell both regular and large cups of coffee for just £1, compared to the normal cost of anything up to £2.40 for a large cup.
“We’re hoping to achieve more than 20,000 cup sales throughout the whole estate of about 1,000 forecourt and convenience store sites across the UK and Ireland, compared with around 19-19,500 on a normal day,” explained Tchibo to go! marketing executive Joanne Cramp.
“The main purpose of the promotion is to raise awareness of the Tchibo brand with the end consumer by encouraging trial and consumer loyalty. We also want to get more retailers on board by giving them the kind of support that other coffee brands don’t.”
Around 250 sites with Tchibo machines are participating in the Valentine’s Day promotion, including the company’s flagship forecourt stores Parkfoot Garage in West Malling; and JP & S Services’ site on the Albert Embankment in London. They have been provided with supporting posters and imagery for social media.