Daylight Agency has created a quirky new campaign designed to push the low sugar content of Almond Breeze Barista Blend and capture a larger share of the competitive cafe almond milk market.
The campaign taps into the pet friendly café culture that is inherent in Australia and plays on the irony of showcasing cute puppies and kittens to communicate the message that ‘Sweetness isn’t our thing’.
The campaign will feature national oOH shopping centre advertising along with digital and social marketing, highlighting the five times less sugar content of Barista Blend compared with other café almond milks.
Mike McNulty, country manager Australia and New Zealand, Blue Diamond Growers said: “Our key point of differentiation in this competitive category is the low sugar content of our café almond milk.
“Daylight has cut-through extensive consumer research to create a strong, yet simple message, executed in a likeable and humorous way. The use of irony in the campaign will create a memorable connection with the hip barista and café crowd,” said McNulty.
Daylight Agency ECD Chris Mitchell praised client Almond Breeze for the opportunity to convey an important health message about sugar in a fun and engaging way.
“Australians are embracing the health benefits of almond milk and research shows they want to enjoy their almond milk coffee knowing they are drinking the best option available.
“When asked, most baristas and customers weren’t aware that Barista Blend is so low in sugar. When you’ve got such a strong competitive advantage simplicity is the key, oh, and cuteness,” said Mitchell.
Agency: Daylight Agency
Executive Creative Directors: Chris Mitchell, Geoff Corbett
Account Director: Shelley Hammond
Production Company: Social Parade
Director and Producer: Clare Gerber, Briony Benjamin
Media Agency: PMA