{"id":21718,"date":"2025-09-08T10:49:37","date_gmt":"2025-09-08T09:49:37","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&p=21718"},"modified":"2026-08-21T11:13:13","modified_gmt":"2026-08-21T10:13:13","slug":"its-not-just-perfect-its-perfetto","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/delonghi\/its-not-just-perfect-its-perfetto","title":{"rendered":"It’s not just perfect. It’s Perfetto."},"content":{"rendered":"
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We first started working with De’Longhi in 2023 as their Retail agency on a project to understand what genuinely drives someone to choose one coffee machine over another. That relationship deepened, and by 2025 we had been appointed Creative and Strategic agency of record for De’Longhi across the UK and Ireland.<\/span><\/p>\n <\/div>\n<\/section><\/div>\n\n

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The challenge for De’Longhi, who had built its position as the UK’s number one at-home coffee machine brand, was that competitors were closing in fast with new entrants creating machines that looked very similar. Campaign assets were at odds with each other and the brand lacked distinction in this changing category, and the category needed its conventions challenged. Enter VCCP.\u00a0\u00a0<\/p>\n

Our approach wasn’t to simply out-spec the competition. Instead, we went looking for the exact point in the customer journey where decisions actually get made, and built campaigns to own it. Using proprietary tools to analyse sales data alongside the expertise of our Retail & Experience team, we developed a mid-to-lower funnel campaign designed to feel genuinely different from anything else in the category: rooted in Italian heritage, stylish design and coffee expertise, and built on the refreshed “It’s not just perfect. It’s Perfetto” platform, fronted by Brad Pitt.<\/p> <\/div>\r\n \r\n <\/div>\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n<\/section><\/div>\n\n

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The idea was simple: move people past comparing spec sheets, and towards falling for the brand itself, and the lifestyle that comes with enjoying coffee the Italian way from a brand that has been curating specialist machines the longest.<\/span><\/p>\n

That idea didn’t stay confined to one channel. It ran across display, programmatic, PPC VOD, press, point of sale and retail media, giving De’Longhi a consistent presence everywhere a shopper might be persuaded. VCCP were then tasked to curate an experience to bring to life the brand platform. Perfetto also made it off the screen entirely. At the London Coffee Festival, we brought the platform to life through “The Art of Perfetto,” an activation designed to let people experience De’Longhi’s Italian heritage in person rather than just read about it. The queues that formed outside told us we’d built something people actually wanted to be part of.<\/span><\/p>\n <\/div>\n<\/section><\/div>\n\n

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As the campaign evolved, and the sales data came through, proprietary tools were used to review audience segmentation better. VCCP were able to create cultural entry points for the perfetto campaign, moving on from focusing on category entry points, testing via social channels. This test resulted in 4x more sales through better audience targeting and product matching, and with more relevant and focused creative.<\/span><\/p>\n <\/div>\n<\/section><\/div>\n\n

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The entire approach paid off. De’Longhi held onto its position as the UK’s number one fully automatic coffee machine brand, despite mounting competitor pressure. Sales of automatic coffee machines rose 39% year on year, and branded searches in the category surged by 77%, proof that giving people a reason to love the brand works just as hard as any spec sheet ever could.<\/span><\/p>\n

“Our partnership with De’Longhi is built on brave, ambitious collaboration. By pairing distinctive brand-building with advanced audience insights and commerce data, we\u2019ve shifted from maintaining brand consistency to actively driving their industry leadership.”\u00a0<\/span><\/i><\/p>\n

Steph Thomas, Head of Retail & Experience.<\/span><\/p>\n <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":77,"template":"","class_list":["post-21718","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["10114"],"client_id":"20456","hero_video":"","hero_image":{"ID":21719,"id":21719,"title":"Delonghi_JL_SIS_ROUTE_1_TEX_V8_MAIN_B","filename":"Delonghi_JL_SIS_ROUTE_1_TEX_V8_MAIN_B.jpg","filesize":1815808,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Delonghi_JL_SIS_ROUTE_1_TEX_V8_MAIN_B.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/delonghi\/its-not-just-perfect-its-perfetto\/attachment\/delonghi_jl_sis_route_1_tex_v8_main_b","alt":"DeLonghi retail display counter featuring espresso machines, copper accents, blue fluted paneling, and bar stools.","author":"77","description":"","caption":"","name":"delonghi_jl_sis_route_1_tex_v8_main_b","status":"inherit","uploaded_to":21718,"date":"2026-08-20 15:43:43","modified":"2026-08-20 15:44:43","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":2488,"height":1400,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Delonghi_JL_SIS_ROUTE_1_TEX_V8_MAIN_B-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Delonghi_JL_SIS_ROUTE_1_TEX_V8_MAIN_B-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Delonghi_JL_SIS_ROUTE_1_TEX_V8_MAIN_B-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Delonghi_JL_SIS_ROUTE_1_TEX_V8_MAIN_B-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Delonghi_JL_SIS_ROUTE_1_TEX_V8_MAIN_B-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Delonghi_JL_SIS_ROUTE_1_TEX_V8_MAIN_B-2048x1152.jpg","2048x2048-width":2048,"2048x2048-height":1152,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Delonghi_JL_SIS_ROUTE_1_TEX_V8_MAIN_B-1920x720.jpg","Header-width":1920,"Header-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Delonghi_JL_SIS_ROUTE_1_TEX_V8_MAIN_B-720x720.jpg","Square-width":720,"Square-height":720}},"meta-title":"It's not just perfect. It's Perfetto.","meta-description":"VCCP refreshes De'Longhi's coffee machine strategy with a retail campaign starring Brad Pitt to stand out from competitors.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Delonghi_JL_SIS_ROUTE_1_TEX_V8_MAIN_B.jpg","related_content_title":"You may also like","relateditems":false,"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":["1"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/21718","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/77"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=21718"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}