De’Longhi: Espresso Way

With no new product news to earn attention, we were tasked to boost interest in the premium machine, De’Longhi PrimaDonna Elite, ahead of the Christmas key sales period. To make the already-launched coffee machine stand out among coffee lovers, Golin explored the data and insights that many coffee enthusiasts in our demographic stood out for having a love of cycling.

We opened London’s first coffee cycle-thru – The Espresso Way – using PrimaDonna’s innovative technology to make coffee-on-the-go exactly how commuters want. We supported new of the opening with research into Brits’ coffee habits, including that one in five Brits spend four working days every year waiting for their coffee. We then enlisted cycling champ and coffee enthusiast Sir Chris Hoy to open the cycle-thru.

Cyclists loved the cycle-thru!


Over 1,300 cups of coffee were served, with cyclists queueing over an hour before opening to experience the unique café concept.


We landed 53 targeted media outlets over two days, including cycling, lifestyle and our target nationals. We nailed the high-quality coverage KPI with nationals the Telegraph, Metro and Evening Standard. Three prime-time broadcast spots on Good Morning Britain and ITV News.


Editorial reach over 100m


The influencer and social content alone reached over 2m people

Espresso Way posts performed 16x better than a regular De’Longhi post. PR was the sole marketing function in Q4 with our campaign contributing to double digit sales growth for the De’Longhi PrimaDonna Elite, with nine out of ten bean-to-cup machines sold in the UK during this period being De’Longhi.