IGP has launched ‘The IGP Coffee Edit’ for International Coffee Day, turning coffee preferences and everyday coffee rituals into a gifting proposition.
The campaign brings together a collection of coffee-themed cakes, personalised mugs and tumblers, premium hampers and coffee-inspired bouquets, alongside limited-edition collaborations with abCoffee and Blue Heaven.
At the centre of the campaign is The Coffee Edit Collection, which features a new range of coffee-themed cakes created specifically for International Coffee Day. The cakes take inspiration from different coffee preferences and personalities, extending the theme beyond the beverage itself.
The collection also brings together coffee-inspired products from IGP’s existing gifting portfolio. Customers can add a personalised Coffee Note to their orders, allowing them to include a message for the recipient.
The collection has a dedicated journey on IGP’s platform, bringing together the Coffee Day cakes, coffee-inspired gifts and limited-edition collaborations under The IGP Coffee Edit.
The campaign is built around the growing cultural relevance of coffee, particularly among younger consumers, with IGP positioning the everyday ritual as an occasion for gifting and celebration.
The campaign also extends into the beauty category through a digital giveaway with Blue Heaven. The collaboration brings together Blue Heaven’s coffee-flavoured lip collection with IGP’s coffee-inspired cakes, creating a cross-category association around the coffee theme.
The partnerships allow IGP to take the campaign beyond conventional gifting and connect coffee with categories that are relevant to its younger consumer base.
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Commenting on the campaign, Tarun Joshi, Founder and CEO, IGP, said, “As a celebration company, we are constantly looking at the different occasions and everyday moments that give people a reason to celebrate and so are our customers. International Coffee Day is one such occasion that lends itself naturally to gifting, especially as coffee has become such an integral part of everyday life and culture, particularly among Gen Z and millennials.”
“With The IGP Coffee Edit, we wanted to turn this familiar everyday passion into a meaningful gifting occasion and give coffee lovers another reason to celebrate. The launch brings this idea to life through a new range of coffee themed cakes created especially for Coffee Day, alongside thoughtfully curated offerings that make the occasion feel personal and relevant.” he said.
