Haygarth appointed to lead Ueshima launch drive

Haygarth is proud to announce that they have been appointed as the lead creative agency to launch Ueshima Coffee Company into the UK market, working in partnership with DDB’s creative production agency, Gutenberg global.

Ueshima launched in the UK on 26th January 2021, with a creative communication strategy built around the idea of ‘Respect the Ritual’. The first phase of the campaign sees the brand launch its DTC UK website and Instagram presence, with PR (trade and consumer) and influencer engagement. The next stages of the campaign are being developed as the brand looks to build awareness and gets ready to launch in other European markets.

The creative campaign ‘Respect the Ritual’ introduces the idea of takumi; the pursuit of perfection without compromise practised by Ueshima’s coffee masters. The idea translates to our own personal coffee drinking rituals; those small, habitual and often shared moments of reflection, focus, connection and enjoyment.

Kirsty Pavely, Group Senior Brand Manager at Ueshima Coffee Company, says: “Our coffees represent an authentic taste of Japan, giving drinkers the chance to explore something new. The difference between Ueshima and other coffee brands currently on the market lies in the expertise we’ve honed over eight decades.

“It takes a careful combination of craftsmanship and innovation to define the distinctive coffee we’re famous for in Japan. Our blends represent the type of coffee enjoyed in coffee houses and homes across the country. And we’re excited to share our coffee mastery and culture by bringing Ueshima to the UK.”

Marcus Sandwith, CEO of Haygarth says: “Our coffee drinking rituals have changed dramatically over the last 10 months, from how we shop for it to where we make and drink it. We are delighted to be partnering with Ueshima to bring their Japanese coffee expertise to the UK market for the first time through an end-to-end integrated team, offering everything from communications through to e-commerce.”

Coffee arrived in Japan in the 1600s via Dutch traders. Hundreds of years later, in 1933, Ueshima Coffee Company (UCC) was founded in the city of Kobe by Tadao Ueshima. It has since grown to become not only a household name, but Japan’s No. 1 Coffee and a Top 5 independent coffee company globally.

UCC has developed a reputation for innovation, including inventing the world’s first coffee in a can (and becoming  the Guinness World Record-holder for the longest-selling ready-to-drink canned coffee) and being at the forefront of coffee trends well before they arrived in the West. It even has its own coffee museum in Kobe and owns coffee estates in Hawaii and Jamaica.


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