Douwe Egberts UK has enlisted Home Move Box to lead the sampling element of a £1 million integrated marketing campaign to re-launch its ground coffee range.

The brand new range, which includes six new SKUs, has been given a fresh look, with clearly signposted strength indicators and short flavour descriptors on pack.

A 50g sample pack of the new look House Blend coffee will be added to every Home Move Box from November, accompanied by a branded leaflet, to raise awareness of the new range and encourage trial and purchase amongst home movers.

Robert Craddock, general manager, Douwe Egberts UK, says: “We’re thrilled to be re-launching our ground coffee range this autumn, and driving trial amongst consumers is now a key priority for us.

“By delivering our samples directly into people’s home on moving day, when few household essentials are close-to-hand, the Home Move Box provides us with a unique and very effective way to do this.”

To measure the success of the campaign, all recipients of the coffee samples will be contacted via a Home Move Box survey after their move to find out whether their purchasing habits or intentions have been changed in favour of Douwe Egberts since receiving their Home Move Box.