BP’s wildbean cafe ‘Drives You Cravey’ in first Australian campaign

Developed by Ogilvy ANZ, BP’s wildbean cafe has launched a new major brand campaign across Australia and New Zealand, aiming to re-engage consumers to its selection of barista-made coffee and food.

The campaign, ‘Drives You Cravey’ is the first through-the-line activity for the brand in Australia, where it hopes to build awareness among a new customer base.

Meanwhile, in New Zealand, the campaign’s focus will be on retaining its familiar customers.

“Wildbean cafe is known and loved by Kiwis, but less well known on the other side of the Tasman,” said Kristal Knight, ECD at Ogilvy NZ.

“We had to create a brand platform and campaign to launch the new look and feel that would appeal to both markets. So we tapped into the wandering minds of hungry commuters stuck in cars, and what happens when their cravings and imaginations run wild.

“The gooey cheese and rainbow-sprinkle fantasies of a road-tripper is something we can all relate to, on both sides of the ditch. The only real creative compromise was not featuring onions in the cheese toastie. Turns out the Aussies wouldn’t dream of it. Their loss.”

BP’s Leigh Taylor, GM Asia Pacific brand and communications, said: “At BP, our convenience business is an important part of our strategy and one of our key transition growth engines over the next decade.

“We’re excited to continue building on our strong wildbean cafe brand in New Zealand while we introduce Australia to the new cravey offering.”

As part of the brand push, it has also launched a new global brand identity via Designworks, part of Ogilvy NZ, as well as a new store fit, developed by McCartney Design.

Non-traditional campaign executions will also be launched soon, including a toastie head Snapchat filter and a real-life tanker being transformed into a sausage roll.

Toby Talbot, Ogilvy Network ANZ chief creative officer, concluded: “We had a lot of fun creating the ‘Drives You Cravey’ platform for both sides of the ditch.

“The remarkable talents of Alex Roberts at FINCH and the wonderful ‘castrato’ arrangements of Elliott Wheeler at Turning Studios will no doubt create a genuine Pavlovian response for Kiwi and Aussie drivers alike.”

The campaign is live across TV, OOH, social, VOD, digital and radio.


Leigh Taylor: GM, Asia Pacific brand & communications

Sumi King: Convenience transformation lead AsPac
Jennifer Dupen: wildbean cafe marketing advisor AsPac

Creative and strategy: Ogilvy Network ANZ

Production company: FINCH
Director: Alex Roberts
MD: Corey Esse
Executive producer: Nick Simkins
Producer: Jimena Murray
DP: Aaron Morton
Post production – ARC Edit
Sound design: Liquid Studios
Music: Elliot Wheeler @ Turning Studios 
Stills: Photoplay
Photographer: Michael Corridore

Media: Mindshare 


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