In an uncertain and demanding consumer ecosystem podcasts have become a key media moment for consumers. A growing number of Britons turn to podcasts, and Statista predicts that by 2026 the podcast audience in the UK will surpass 28 million.

It is a shift which has significant implications for brands and one that is capitalised on by Havas Media UK’s latest campaign for L’Or Coffee the ‘Secret Podcast Experience’

The coffee brand has teamed up with Acast to give an exclusive opportunity for consumers to share a coffee with their favourite podcasters at an intimate live podcast recording.

Coffee lovers will be given the chance to attend a series of three live recordings of Acast’s most prominent podcasts. During the recordings, attendees will hear the podcast host talk with special celebrity guests, as well as get to taste an array of L’Or coffee-themed food and drinks. The episodes will then be available on usual podcast platforms.

The campaign ties into the launch of L’Or’s new home coffee machine in partnership with Phillips; the L’Or Barista Sublime, which hit the shelves in September. 

The podcast series kicked off with White Wine Question Time, hosted by British journalist and broadcaster Kate Thornton, along with special guest and celebrity Masterchef winner Lisa Snowdon. The show saw them replace the usual three glasses of wine with three L’or coffee themed cocktails, in keeping with the format of the podcast. 

Future episodes will follow in October and November and consumers can register to attend the associated events through a dedicated microsite, which will be promoted across social media channels. 

Havas Media UK has worked with L’OR since January 2021. Together with sister agency Havas Entertainment, Havas Media UK brokered the exclusive partnership between Acast and L’OR, a first for any coffee brand to have developed such a deep partnership with Acast. 

Havas Entertainment’s JUMP division also served as the lead agency, coordinating stakeholders and overseeing both the media partnership and the on-site experiential elements of the campaign.

Chris Marshall, Digital Marketing & Media Lead UK/I, JDE, the parent company of L’Or, explained: “Increasingly consumers are looking for a more premium coffee experience at home, a coffee they can savour and spend time with.”

Julia Nicholls, managing partner at  Havas Media UK, added: “Riding off the wave of increased podcast listenership over the past three years is the easy bit but turning it into an unforgettable media experience is where a brand can drive differentiation and consideration in a competitive market. That’s why we’re bringing the mystery of live podcast events to the artistry of coffee and harnessing premium storytelling moments to turn the coffee routine into an unmissable experience.”

In the battle for consumers' attention, building on the intimacy of the podcasting experience is likely to be a growing focus for marketers seeking to create those ever elusive moments that matter.