Daylight Agency Gets Baristas Frothing In New Campaign

Daylight Agency Gets Baristas Frothing In New Campaign
B&T Magazine
By B&T Magazine
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Daylight Agency has unveiled its latest integrated project, Baristas For Baristas, developed exclusively for baristas, our ‘bartenders of the morning’.

The initiative, created on behalf of client Blue Diamond Growers and Almond Breeze Barista Blend, puts Australia’s baristas at the centre of a national campaign to help drive the industry forward.

Baristas For Baristas was created in response to Australia’s 2016 Census which revealed that the barista is the tenth fastest growing profession in Australia, yet there is no official resource or industry body providing thought leadership, guidance and a ‘community’ for this booming sector.

Building on this insight, Daylight Agency commissioned research, the Australian Barista Census (ABC), to understand ‘what keeps baristas up at night’ with the results informing the content on the new platform.

Blue Diamond Growers ANZ manager said what has become apparent is the clear need to support the barista and our independent café scene to continue to bring together the industry through expertise and knowledge sharing.

“Baristas For Baristas is the first initiative of its kind and its reception from baristas and the coffee industry across the country has been phenomenal.

“We are thrilled to be supporting Australia’s tenth fastest growing job by providing our barista workforce the information, the training and the support they need to continue to grow in this expanding industry.

“We’re about building a community from all directions, and supporting baristas in their goals, no matter what they are.

“Our community is very transient with constant movement in the sector – from interstate to even overseas – so being able to connect baristas with new opportunities will be part of our ongoing support through Baristas For Baristas.

The interactive hub includes business information to guide baristas on how to run a café; trending products and services such as financial providers and insurance; featured café owners and baristas sharing their stories; a music section with recommended café playlists that can be downloaded directly from Spotify; training opportunities and information on barista jobs available within the Australian hospitality sector.

As part of the Baristas For Baristas program, March 1 saw the first National Barista Day, a social-led idea which was buzzingly supported by the coffee community and leading trade publications.

The initiative was developed to “show your barista some love” with consumers encouraged to nominate their favourite barista for their chance to be crowned as Australia’s Barista of Choice.

Almond Breeze Barista Blend engaged top judges including Aga Rowjewska, the 2018 world barista Champion, to recognise those whose skill, customer service and community involvement ensured they stand out amongst the 2,000 votes that flooded in from all corners of cafes around the country

As a direct result of the campaign, the day has now been registered as an ‘official day’ and with calls from around the globe for an ’International Barista Day’ in 2020, it is now seen as Australia’s responsibility to continue to lead the coffee charge around the world.

Daylight Agency director of agency operations Shelley Hammond said Australia’s vibrant coffee culture and our daily surrender to the perfect flat white is one of epic proportions.

“Baristas For Baristas became, and still is, a complete passion project for our team. Essentially, we found
an opportunity in this industry and responded with a platform for baristas, so they could be informed and collaborate with each other.

“As well as creating the concept and brand identity, Daylight Agency was tasked with website design, build and management, creative design of street posters and merchandise, content creation and publishing, social community management, eBook development and research.

“Our team has co-created something very special and as an industry led initiative, this platform will continue to evolve and develop around the needs of our barista heroes”.

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