Brewing Brand Awareness & National Expansion with 200 Degrees

Client: 200 Degrees
Communications, Influencers, Launch Campaign, Social Media
Date: 19/09/2025

Speciality coffee roaster and national café brand, 200 Degrees, continued its longstanding partnership with us ahead of its biggest year yet – with plans to accelerate growth following its acquisition by the Nero Group, while clearly communicating its continued operation as a stand alone brand.

Known for its distinctive hand-roasted coffee, and much-loved neighbourhood cafés, 200 Degrees tasked us with creating an ongoing strategic comms approach to build brand awareness, celebrate what makes it unique, and ensure it stands out in a competitive market.

Objectives

Build brand awareness to support national expansion and reinforce 200 Degrees’ position as experts in coffee hospitality and wholesale
Deliver bold PR campaigns and creative activations that highlight what makes the brand distinctive
Drive visibility and reach for key products through media placement and influencer activity
Support store performance with targeted, localised campaigns

The Challenge.

200 Degrees had ambitious growth plans, opening new stores at pace while maintaining its distinctive character and independent spirit. The Nero Group acquisition brought increased attention, offering opportunities to elevate brand awareness nationally while also requiring careful positioning to show that 200 Degrees remains independently operated and true to its roots.

The task was to grow awareness amongst new audiences, build loyalty with existing fans, and position 200 Degrees as more than just a coffee chain – but a brand with quality, character and clear ambition for the future.

The Solution.

To drive growth and build lasting brand loyalty, we focused on amplifying the things that make 200 Degrees stand out: its quality, its identity, and its roots.

Since partnering in summer 2024, Scoop has delivered a packed calendar of activity – from launching new store openings, including 200 Degrees’ most southerly site in England, to securing national product placement PR for its Christmas range. We’ve amplified new menu launches with creative giveaway hooks that generated earned regional media buzz, while keeping the brand consistently visible across press and For You Pages across the country.

Our Approach.

We’ve delivered a mix of national and local campaigns, ensuring 200 Degrees is consistently in the conversation while staying connected to the communities it serves.

Press Office – From seasonal menu launches to 3 new store openings, including the Cotswolds, we’ve generated stories that have landed over 200 pieces of press coverage, driving both brand awareness and store footfall.
Influencer Strategy – A blend of paid partnerships and smart gifting has extended reach authentically, with creators spotlighting everything from the new Spring menu to Barista Schools. Our influencer campaigns across the board have delivered over 340 pieces of gifted influencer content alone; driving hype around 200 Degrees’ seasonal activations such as the Easter Giveaway, as well as their at-home offering.
Content Creation – We produced a steady stream of high-quality, UGC-style content for socials. From trend-led series such as Perfect Pairings to behind-the-scenes moments at the Roast House, our content has helped keep channels fresh and has contributed to an 521% uplift in engagement and follower growth of 34.8% compared to the year prior.
Creative Campaigns – Hero activations like the Summer menu giveaway combined PR and influencer activity – working hand-in-hand, this activity secured 213 pieces of influencer content, reaching a total combined audience of 362K and 35 pieces of regionalised press coverage with an estimated reach of 1.9M.

Community Engagement – Local-first thinking has been at the heart of our approach. From supporting Barista Schools in Chester and Manchester to targeted activity for underperforming sites, we’ve built familiarity and trust at a city level while reinforcing the national brand story.

What our clients say

“I’ve really enjoyed working with Scoop, the whole team are so friendly, approachable and knowledgeable. Nothing seems to be too much trouble. the team have helped us with every request we have had all while showing extreme patience. We have been very happy with our relationship across all facets including local press, national press and organising events. Overall a very positive experience with a cool bunch of people.”

John Gillespie, Phenix Salon Suites

“Scoop and the team really took on board what our aim was and worked with us throughout the period to deliver excellent results. Communication and updates were made very easy and we honestly felt It was well worth it! We have already recommended scoop PR to other business owners.”

Shaza Ul-Hassan, Frurt

“Pippa and her amazing team at Scoop helped us to connect with some great networks and partnerships in the Manchester and Cheshire area. The team always goes the extra mile to support on any project or task needed and have been a pleasure to work with helping us deliver some great quality press and influencer content during our peak booking months.”

Annie Ramrachia, Secret Spa

“I would highly recommend Pippa the team, they were a pleasure to work alongside and really impacted our marketing direction. The initial workshop created by the team was a fantastic way to gather the data around who we are as a business and where our strengths lie. Pippa and the team have their finger on the pulse with current marketing trends and I would highly recommend their services if you’re looking to expand your brand to new audiences, yet keep your current customers engaged in your product.”

Acacia Cairns, Partington’s Holiday Parks

“Pippa and her team originally worked with us to deliver the PR for the launch of our Manchester restaurant, but we’ve since expanded their remit to lead the PR & marketing for all of our venues nationally. The team really get stuck in, are a pleasure to work with, reliable and deliver incredible results across the board.”

Paul Goodale, PizzaLuxe

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