Cafédirect plugs coffee-making

Fair-trade hot drinks firm Cafédirect has launched a PR drive to educate consumers about how easy it is to make roast and ground coffee.

The campaign by Leadbetter PR under the banner of ‘Take the Plunge’, coincides with the launch of Cafédirect’s Palenque gourmet coffee range and will target food pages of consumer media to explain how to make the perfect cup of coffee.

The media push runs until Christmas, a peak sales period for roast and ground coffee, while sampling will continue into the new year.

The UK’s third largest roast and ground coffee brand, Cafédirect raised £5m in an ethical IPO earlier this year. Its share of the roasted ground coffee market increased by 23.5 per cent in value in the 12 months to October.

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