{"id":20457,"date":"2025-09-05T09:20:35","date_gmt":"2025-09-05T08:20:35","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=news&p=20457"},"modified":"2025-09-05T09:20:35","modified_gmt":"2025-09-05T08:20:35","slug":"delonghi-appoints-vccp","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2025\/sep\/delonghi-appoints-vccp","title":{"rendered":"De\u2019Longhi appoints VCCP"},"content":{"rendered":"
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Following an initial research and experiential collaboration with <\/span>De\u2019Longhi<\/b>, the world\u2019s leading domestic coffee machine brand, <\/span>VCCP<\/b> has been appointed as their creative and strategy agency of record for the UK and Ireland without a call for pitch.<\/span><\/p>\n

The relationship began when <\/span>VCCP<\/b>\u2019s Retail Experience team undertook shopper research and retail redesign work for <\/span>De\u2019Longhi<\/b> across <\/span>Curry\u2019s<\/b> and <\/span>John Lewis<\/b>. This led to the creation of <\/span>\u2018The Art of Perfetto\u2019<\/span><\/i> – an experiential showcase at <\/span>The London Coffee Festival<\/b> celebrating <\/span>De\u2019Longhi\u2019<\/b>s Italian heritage, design and craftsmanship. From this, <\/span>VCCP<\/b> was appointed the strategic partner to build <\/span>De\u2019Longhi<\/b>\u2019s <\/span>Concentrated Brand Identity<\/span><\/i>, setting the stage for a unified and distinctive brand world.<\/span><\/p>\n

De\u2019Longhi<\/b> is the world\u2019s leading domestic coffee machine brand, offering high-performance and stylish appliances that bring espresso-level experiences to home consumers. With the home coffee category continuing to grow and diversify, <\/span>De\u2019Longhi<\/b> is seizing the moment to strengthen its brand identity and cement its position as the market leader.<\/span><\/p>\n

VCCP<\/b>, the global challenger network for challenger brands, was chosen for its deep capability in uncovering audience insight and translating it into clearly articulated, coherent brand identities. Crucially, <\/span>VCCP<\/b>\u2019s fully integrated model – bringing research, retail experience, strategy and creative together under one roof – enabled a seamless evolution from project-based work to full agency partnership.<\/span><\/p> \r\n \r\n \t\t\t <\/div>\r\n \r\n

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The agency brings a proven heritage in effectiveness with multiple IPA awards, including recognition for brands such as <\/span>Cadbury<\/b> – strengthening the foundation for a long-term, brand-building partnership.<\/span><\/p>\n

Helen Cutmore<\/b>, <\/span>Marketing Director UK & Ireland<\/b> at<\/span> De\u2019Longhi<\/b>, said<\/span>: <\/b>\u201c<\/span>VCCP<\/b>\u2019s razor-sharp audience lens and strategic rigour aligned exactly with our ambition to transition from category leader to cultural icon. Their track record in award-winning effectiveness – especially within highly competitive FMCG sectors – gave us the confidence to appoint them as our agency of record without a pitch. We look forward to collaborating on a brand ecosystem that\u2019s both distinctive and deeply connected to our consumers.\u201d<\/span><\/p>\n

Andrew Peake<\/b>, <\/span>CEO<\/b> at <\/span>VCCP London<\/b>, added: \u201cWe\u2019re thrilled to be stepping up as <\/span>De\u2019Longhi<\/b>\u2019s creative and strategy partner in the UK and Ireland. Our journey began with research and retail experience, but thanks to our integrated model and belief that \u2018it only works if it all works\u2019, we\u2019ve been able to build real momentum together. We\u2019re excited to now apply that thinking at brand level – challenging convention to create lasting value and helping <\/span>De\u2019Longhi<\/b> stand out in a fast-evolving category.\u201d<\/span><\/p>\n

VCCP<\/b> will now embark on defining <\/span>De\u2019Longhi<\/b>\u2019s brand identity architecture and creative world, ahead of delivering full campaign work later in 2025.<\/span><\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n

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\n VCCP\u2019s razor-sharp audience lens and strategic rigour aligned exactly with our ambition to transition from category leader to cultural icon. \n Helen Cutmore, Marketing Director UK & Ireland at De\u2019Longhi<\/cite> <\/blockquote>\n\n <\/div>\n <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":66,"template":"","categories":[191],"class_list":["post-20457","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":["988"],"client_id":"20456","hero_video":"","hero_image":{"ID":20458,"id":20458,"title":"De\u2019Longhi showcase at the London Coffee Festival by VCCP","filename":"Untitled-5.png","filesize":2084922,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/09\/Untitled-5.png","link":"https:\/\/www.vccp.com\/uk\/news\/2025\/sep\/delonghi-appoints-vccp\/attachment\/untitled-5-2","alt":"Collage of De\u2019Longhi at the London Coffee Festival, featuring espresso pouring into branded cups, stylish coffee machines, and baristas engaging visitors.","author":"66","description":"De\u2019Longhi\u2019s experiential activation at the London Coffee Festival, created by VCCP, celebrated the brand\u2019s Italian heritage, design, and craftsmanship.","caption":"De\u2019Longhi presented its Italian heritage, design, and craftsmanship at the London Coffee Festival with an experiential showcase designed by VCCP. 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