Harris Coffee shares Café Recovery stories in latest campaign via Edge
Half a year on from the launch of its new brand platform and The Harris Café Recovery Project, Harris Coffee has followed up the campaign with a series of stories of cafes that applied for help.
The stories are told through the second iteration of Harris’ ‘Made for Australia’ platform, developed by Edge, filmed by Monster Children, with PR by Red Havas and media by Havas Media.
Three cafes that were afforded the opportunity to apply for a support package following the impacts of bushfires and COVID-19 were supplied with free Harris Cafe Blend Coffee, barista training and marketing support.
The campaign highlights three very different Australian cafes; the Trader Store in Uralla (NSW), No 9 Station Café in Greenacre (NSW) and Thomas Corner Eatery in Noosaville (QLD).
The creative details the difference that being part of the Harris recovery project has made for these three family-run businesses as well as the communities they support.
Edge executive director Nicole Gardner said the campaign provides an ability to share the positive impact the brand has had through stories.
“With the Café Recovery Project, Harris Coffee set out to give back to the people and communities that have supported the brand. It is great to close the loop and share the stories of the positive impact the brand has had.”
The campaign includes both video and blog content, and JDE ANZ marketing director Donna Mulholland said the project is just the first step.
“Harris Coffee is committed to continuing to support the things Australians care about. This year’s Café Recovery Project is just the first step and we are already working through the initiatives that will make a difference to Australians in the next 2-3 years.”
Credits:
Client: Jacobs Douwe Egberts
ANZ Marketing Director: Donna Mulholland
Marketing Manager: Virginia Marsh
Harris Brand Manager: Alistair Tod
Digital Marketing Manager – Aaron Wall
Creative and Strategy: Edge
Executive Planning Director – Richard Parker
Executive Creative Director – Simon Langley
Executive Director – Account Management – Nicole Gardner
Senior Account Director – Katy Grey
Account Executive – Donna Phan
Senior Editor – Jiyan Dessens
Junior Editor – Yvie Wolfenden
Production House: Monster Children
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
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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Donna Mulholland
Edge
Harris Coffee
Havas Media
Monster Children
Nicole Gardner
Red Havas
The Harris Cafe Recovery Project
