Harris Coffee launches new brand platform and shows support for local cafes
Harris Coffee is helping Australian cafes recover from the impacts of the bushfires and COVID-19 lockdown, inviting owners to apply for a share in a $1m support package.
The campaign to support the initiative also launches Harris Coffee’s new brand platform ‘Made for Australia’, backed by its pledge to dedicate 1% of its annual turnover to support Australian initiatives.
The campaign, created by Edge, has launched across PR, online video, out-of-home, radio, digital and social. Media has been executed by Havas Media and PR by Red Havas.
It also coincides with an update to Harris Coffee’s packaging and a new range of beans and ground coffee sourced from 100% Arabica beans.
Edge executive director, Nicole Gardner, said: “As one of Australia’s original coffee roasters, Harris Coffee will appeal to shoppers by connecting more deeply on what matters to them and look to make a real positive difference with the Harris Coffee Fund.”
Research commissioned by Red Havas on behalf of Harris Coffee from YouGov found that 70% of Australians are worried cafes won’t be the same and over 80% of small businesses in hospitality claimed they won’t be able to recover from recent hardships without third-party support.
The OOH execution
Donna Mulholland, JDE’s ANZ marketing director, said: “Harris Coffee started back in 1883 on the streets of Sydney and despite being a retail brand today, we are still Australia’s coffee and believe that coffee is a fundamental part of Australian communities. It was an easy decision for us to want to do our bit to help cafes get back on their feet. With the Harris Café Recovery Project, we want to make a real difference in rebuilding cafes that are doing it tough.”
Alistair Tod, Harris brand manager, added: “We’re hoping to raise awareness of the plight of café owners, back them with some assistance and share their stories with all Australians.”
Credits
Client: Jacobs Douwe Egberts
ANZ Marketing Director: Donna Mulholland
Harris Brand Manager: Alistair Tod
Digital Marketing Manager – Aaron Wall
Creative and Strategy: Edge
Executive Planning Director – Richard Parker
Planning Director – Caitlin Ammann
Executive Director – Account Management – Nicole Gardner
Senior Account Director – Katy Grey
Account Executive – Donna Phan
Creative – Will Bassett, Callum Foot, Waiton Fong, Sal Cavallaro
Production House: Eight
Director: Kate Halpin
Producer: Nick Kelly
Media Planning and Buying: Havas Media
Strategy Director – Danni Dimitri
Account Director – Ella Macdonald
Account Manager – Jaime-Lee Mills
PR: Red Havas
Practice Head – Consumer: Adam Freedman
Senior Account Director – Madeleine Hanley
Senior Account Manager – Zachary Pittas
Senior Account Executive – Mike Swain
Account Executive – Lauren Graham
Packaging: Fuman
Design Director: Jon Chapman-Smith
