Kunde:
illy
Case film
illy x Story House Egmont
Building long-term brand value through editorial partnerships
illy is a global premium coffee brand built on quality and craftsmanship, with art, gastronomy and sustainability as core brand pillars. In Denmark, illy’s ambition has been to build long-term brand relevance and preference by consistently connecting with audiences through culturally meaningful content rather than short-term campaigns.
The ambition was to establish a long-term strategy that could translate illy’s global brand values into a locally relevant and credible presence over time. A sustained branded content program was developed, allowing illy to show up consistently within trusted media environments while evolving formats and themes without resetting the narrative.
The program was built with Story House Egmont, a leading Nordic media group with strong lifestyle and cultural brands, each addressing different aspects of premium living. Rather than focusing on isolated activations, the approach was to build cumulative brand value through continuity, repetition and editorial endorsement.
Quality loves detail
Expressing craftsmanship, heritage and refined everyday rituals
illy’s focus on uncompromising quality was brought to life through the editorial concept illy. Italian for Coffee via Euroman. The concept combined long-form articles, podcasts and video, exploring illy’s Italian heritage, craftsmanship and everyday coffee rituals.
The content invited the audience into a universe defined by taste, attention to detail and refined everyday choices. Placing quality within lifestyle and culture rather than brand messaging.
Gastronomy
Supporting professional excellence within food culture
Branded content was anchored in expert-led editorial content on Gastro, a Danish media brand with strong authority in the culinary field. A central creative platform was illy. Accademia del Caffè, focusing on knowledge, technique and coffee craftsmanship.
This collaboration expanded in 2025 when illy became main sponsor of the first edition of Gastro Awards. The event was conceived as a celebration of excellence within Danish gastronomy. Illy’s presence was integrated discreetly through scenography, program flow and editorial content produced before, during and after the event.
Rather than foregrounding the brand, illy’s values were communicated implicitly by supporting recognition of craftsmanship and professional pride. This positioned illy as a long-term contributor to the gastronomy scene rather than a short-term campaign partner.
Social media content
Art
Inviting a local audience in to 30 years of global heritage
Illy’s art pillar was activated through Eurowoman with ’A Cup of Art’, building on the brand’s long-standing illy art collection, which has, for decades, invited artists to reinterpret the iconic illy cup as a canvas for contemporary art. The campaign translated this global art platform into a locally relevant, participatory format.
The creative idea was an open art competition inviting artists to reinterpret illy’s iconic coffee cup as a poster artwork. Editorial storytelling, a professional jury, a public exhibition and a live event combined to give the initiative cultural substance. By offering artists visibility and a real platform, the activation moved beyond communication and into meaningful cultural engagement.
This approach allowed illy’s art heritage to be experienced as something alive and accessible, reinforcing emotional connection and cultural relevance within a trusted editorial environment.
A cup of art winner
“The real value has been the long-term impact of consistently showing up in trusted editorials. This has strengthened illy’s brand among Danish consumers and delivered strong results.”
Mette Ramlow Folkers, Brand Manager, illy
Case film
Let´s talk data
27% & 57%
Retail sales increased by 27% and
online sales grew by 57%.
45%
Total brand awareness increased from 36% (2023)
to 45% (2025) and stabilised at 44% in 2026.
23%
Measurable shift in quality perception. The association
between illy and “high-quality beans” rose from 16% (2024)
to 23% (2025).