LONDON, Uk – Swedish coffee brand Löfbergs, one of Scandinavia’s largest and most beloved coffee names, is making a bold move into the UK market with the launch of its new campaign, ‘Feel the Lof.’ The campaign, developed by ARK Agency following a competitive pitch, is set to shake up the coffee category and challenge the dominance of established brands.
This marks the first campaign from ARK Agency since being appointed as Löfbergs UK’s retained creative agency. The campaign is designed to connect with the UK’s true coffee lovers who know their coffee, seek quality, and value authenticity. ‘Feel the Lof’ aims to reignite Britain’s love affair with coffee through a hyper-sensorial approach that celebrates the simple pleasure of a great brew. It’s a love letter to coffee lovers everywhere.
“The UK coffee market is ready for a shake-up,” said Guy Linnegar, Marketing Director, Löfbergs UK. “ARK Agency’s challenger mindset and progressive creativity align perfectly with our ambition to disrupt the status quo. ‘Feel the Lof’ is more than a campaign—it’s a long-term platform that will allow us to celebrate everything from our Swedish heritage to our commitment to sustainability and innovation.”
Launching nationally on February 14th—Valentine’s Day—the campaign will roll out across non-linear TV, digital, social, and OOH. The TV and social media was produced by BITE Collective. The media planning and buying have been handled by 7Stars.
“The coffee industry is awash with ad conceits and celebrity endorsements and often the beauty and passion for the coffee itself feels like a sideshow,” said Mike Wilton, Founder, ARK Agency. “We saw an opportunity to remind people why they love coffee in the first place. The Swedish are coffee-obsessed, and Löfbergs wants to bring that passion to the UK—where coffee is about feeling, not just function.”
“Move over Food Porn, here comes Coffee Romance. ‘Feel the Lof’ is about rekindling our emotional connection with coffee, making every cup a delicious experience” added Mat Goff, Founder, ARK Agency “This is a campaign that indulges in the sensory pleasure of coffee, celebrating the ritual, the aroma, and the moment of pure enjoyment”
From immersive video content to social-first activations, ‘Feel the Lof’ taps into the kind of coffee content that already thrives online, from TikTok to YouTube. The campaign’s holistic approach ensures it not only captures attention but also builds a lasting connection with UK coffee lovers.
This is just the beginning for Löfbergs in the UK. ‘Feel the Lof’ will evolve, covering product innovation, Swedish lifestyle, and sustainability initiatives in the months ahead.
Credits:
- Creative: ARK Agency
- Client: Guy Linnegar, Marketing Director, Löfbergs
- Production Company: BITE Collective
- Director: Rollo Scott Executive
- Producer: Alex Katz
- Executive Producer: Francine Linsey
- Producer: Jason Oakley
- Production Manager: Barney Hartwill
- 1st Assistant Director: Chris Riley
- Phantom Op: Jonathan Jones
- Phantom Op: Henry Bloomquest
- DOP: Thomas Palmer 1st
- AC: Callum Tunmore
- 2nd AC: George Turner
- Runner: Cameron Cadell
- Gaffer: Simon Ingram
- Drinks Stylist: Liam Cotter
- Assistant Art Director: Tom Roberts
- Props Master: Noah Demeuldre
- HMU: Louise Hinton
- BTS: Georgina Mackenzie
- Post Production: 1920 VFX
- Producer: Heather Brown
- VFX Supervisor: Weronika Holak
- VFX Artist: Klaudia Skalska
- Colourist: Kai van Beers
- Audio Studio: 750mph
- Audio Engineer: Lucas Trigg
- Audio Producer: Carla Thomas
- Voice Casting: Kirsten Troy
About Löfbergs
At Löfbergs, coffee isn’t just a drink—it’s a ritual. Since 1906, the family-owned Swedish roastery has been dedicated to crafting exceptional coffee, bringing people together over a great cup. In Sweden, they call it fika—a moment to pause, connect, and enjoy coffee with good company. Now, they’re bringing that tradition to the UK.
Great coffee starts with the best beans. They carefully select the finest coffee, then, they take their time – slow roasting each batch to bring it’s unique character. The result is a perfectly crafted cup that lets the beans’ natural flavours shine through, for those who appreciate a quality coffee without compromise.
With a bold ambition to drive a more sustainable coffee industry, Löfbergs leads initiatives in climate-smart farming, recyclable packaging, and carbon reduction across our supply chain. They are proud to serve coffee that’s better for people, the planet, and your cup.
For more information, click here.
About ARK Agency
ARK Agency was set up by Mat Goff and Mike Wilton, the former Group CEO of adam&eveDDB and MD of Anomaly respectively, in June 2024.
