Vittoria Food & Beverage has launched an integrated campaign for its Espressotoria Coffee Capsule System, featuring celebrity chef and Espressotoria Ambassador George Calombaris, paired with Bondi Hipsters’ duo Christiaan Van Vuuren and Nick Boshier (aka ‘Dom and Adrian’).
The campaign is a satirical view of the sometimes over the top hipster-barista. The ads feature Dom and Adrian overindulging in the art of coffee only to be upstaged by Calombaris who shows the boys how it’s done with just the press of a button – summing up (via three 30 second spots) the brand’s promise of premium coffee made easy.
The campaign is the first collaboration between Vittoria Food & Beverage and The Bondi Hipsters. Vittoria Food & Beverage managing director Rolando Schirato says the collaboration has resulted in a new campaign that pokes fun at the industry he loves by exaggerating a stereotype that Australian consumers can relate to.
“We take coffee seriously but we wanted to have some fun with the guys, who took on the persona flawlessly. The campaign is a nice reminder that making great coffee doesn’t have to be difficult or overly complicated.
“Australians are some of the most discerning coffee drinkers in the world and there’s a real demand for quality coffee. Cafes and restaurants serve great coffee so why not try to replicate that same quality at home or in the office? Premium coffee should be easily accessible to more Australians, especially in a market like ours where instant coffee is still the most common way to consume coffee at home,” Schirato says.
The Espressotoria Coffee Capsule System is compatible with Vittoria Coffee, Caffé Aurora, & Chicco D’oro branded coffee capsules which are some of the most recognised coffee brands in Australia. It’s this multi-tiered branded capsule offer that give consumers a choice and ensures there’s a blend to suit all coffee types and budgets.
Schirato says, “We look forward to continuing to introduce new blends across these household names as well as welcoming new brands to the Espressotoria system. Short term plans include a limited edition capsule range developed in conjunction with some of Australia’s most recognised chefs.”
This activity further strengthens Vittoria Food & Beverages position as Australia’s N# 1 Pure Coffee Company*, as the single serve capsule market continues to rapidly expand.