Coffee brand Piazza D’Oro Espresso has launched its inaugural ‘Local Love’ campaign. The new direction for the brand sees the celebration of community values and family at the core, with the belief that all Australian communities deserve some ‘Local Love’.

The execution is a nationwide competition for people to nominate their community to receive some ‘Local Love’ in the form of a $10,000 grant for the investment back into the local area. From a brand new pitch for a local sporting team, to an award donation for a local school, Piazza D’Oro will select five winners across the country, giving away a total cash prize of $50,000 to judged submissions.

Entry is via a brand new dedicated website tab with a short explanation of why the area is nominated to receive the fund, and exactly how the funds would be allocated. Entries are open from now until August 17.

Piazza D’Oro’s owned media, including take away cups, point of sales materials, and social platforms will receive a ‘Local Love’ brand refresh to ensure the message is delivered directly into the hands of consumers. The campaign rollout will be fully supported throughout by a targeted PR and social media campaign, benefiting all partners involved.

With a focus on community, sustainability and passion, the campaign aims to parallel the ethos for which Piazza D’Oro stands, to ‘support local, because the community is the core of Australia’.

Piazza D’Oro brand manager Monique Mahe said: “2015 will be the first time we proactively promote a brand campaign for Piazza D’Oro which talks to our values so authentically.

‘Local Love’ has everyone on the team really excited – it’s a motto which reflects the warm, involving and friendly nature of the brand and puts the support of community right at the core of what we’re doing.

We’re proud of the supporting campaign redesign and want to hear reactions, but above all we hope that by investing back into matters close to people’s hearts, we will truly make a difference on a local and national level.”