HOW & WHO WE HELPED

De’Longhi had a resource gap and asked Less Is More Consulting whether we could support them in delivering the coffee connection plan and the Perfetto execution plan for H2 2025 into 2026. Initially, we started with an audit of current agency WOW’s , R&R’s and processes. We established a collaborative approach , developed the agency R&R’s  and wrote / briefed the connection brief in an inspiring way . Whilst the pan agency group were creating the response we developed the simple process framework and the templates which have been approved and adopted  for future plans and activations. We had weekly working sessions with internal stakeholders and agency leads to ensure the development and delivery of the UK connection plan which was signed off by the global brand team and CEO. In under 8 weeks we developed alongside Global and UK category teams the full Perfetto activation plan from ATL through to instore.

WHO WE HELPED: UK Marketing Director & Head of Brand & Category for De’Longhi

WHAT WE DID DIFFERENTLY

i. Collaborative pan agency approach ; stopped silo agency working , assigned agencies clear R&R’s and worked to one written brief.

ii. Left our desks , went out in trade to understand our challenge first hand. Before the brief was presented, we took the brand team / agency partner team out into trade so they could see the challenges for themselves and fully understand the competitor landscape. Every attendee found it extremely useful, and one attendee even said it felt like ‘therapy’.

iii. Documented process , templated documents for key milestones. There is now a clear process , with timelines , R&R’s and templates for key milestones. A De’Longhi Way has been adopted, and the team are working to establish it across their portfolio.

iv. Worked in full collaboration with global and local marketing teams and agency partners to deliver on time in full. This involved record time approval of 200+ assets. 

OUTCOMES

• A fully documented connection planning process and templates / toolkit for all project team members to use. Tool kit includes templates for: briefing, connection framework , path 2 purchase , plan on a page.

• A UK Coffee connection and Perfetto execution plan for H2 2025 and beyond into 2026. Early market reads are showing significant increases in awareness and conversion

•  A clear roadmap of how to deliver H2 2025 onwards based on critical asset creation requirements and timings.

•  The GB Perfetto execution plan has been recognised by Global to be best in class both in ways of working and asset quality and is a held-up example to all other European markets.