Top 1 replica watches at replicawatches.to.

https://www.upscalerolex.to/

Harris Coffee Builds On ‘Made For Australia’ Platform Via Edge

Harris Coffee Builds On ‘Made For Australia’ Platform Via Edge
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



Independent creative agency Edge, in partnership with JDE, has developed the next iteration of Harris Coffee’s brand platform ‘Made for Australia’.

Originally launched in the middle of lockdown in 2020, the platform celebrates the brand’s credentials as one of Australia’s original coffee roasters and the fact that each of its roasts are uniquely blended for Australian tastes.

Last year’s campaign, the Harris Café Recovery Project, showed the brand is ‘Made for Australia’ against the backdrop of bushfires and COVID-19 by supporting struggling café owners and inviting them to apply for a share of a support package.

This year, Edge needed to focus on one of the key challenges for Harris: connecting culturally with Australian coffee drinkers in order to drive its coffee credentials.

So in 2021, Harris will focus creatively on our collective love of the great Aussie outdoors: whether it’s hiking, climbing, surfing, or just getting out there and taking it all in.

Richard Parker, Executive Planning Director at Edge said, “our research showed a steady increase in interest in the outdoors – partly prompted by the Covid-driven border closures – as well as a rising cool-factor associated with it.”

“And of course, we all know that a great outdoor experience is made that little bit better by a great cup of coffee – which can be hard to come by when you’re off the beaten track.”

The campaign shows that Harris is ‘made for’ a series of unmistakably Australian outdoor moments.

Simon Langley, ECD said “we truly are the lucky country, spoilt for choice with so many amazing places for us to visit. As a coffee that is uniquely blended in Australia, for Australian tastes, Harris is the perfect brew to enjoy in these moments. We wanted a campaign that celebrates this and inspires you to grab a bag of beans and get amongst it.”

Featuring regarded travel adventurers – Brinkley Davies, Harrison Roach, Laure Mayer, Salty Davenport and Tom Patterson – the campaign shares a series of journeys to the ultimate outdoor coffee experience and traverses the Australian coast, country and mountainside.

The campaign includes TV, online video, out-of-home, shopper, digital and social.

Donna Mulholland, JDE’s ANZ Marketing Director said, “last year’s Recovery Project saw Harris get behind cafés, an essential and integral part of Australian communities. This year we’re focusing on something else everyday Aussies care about; the outdoors and connecting with their appreciation for all things outdoors and coffee related.”

Alistair Tod, Harris Brand Manager, added “Harris Coffee wants to continue to be part of Australian stories, and our love for the outdoors and the role coffee plays in those outdoor experiences is relevant right now.”

Please login with linkedin to comment

Edge harris coffee JDE

Latest News

Brisbane Agency Colony Celebrates A String Of Client Wins & Growth
  • Marketing

Brisbane Agency Colony Celebrates A String Of Client Wins & Growth

A new player has arrived on the Brisbane scene – and it’s growing fast. Colony is a strategic communications advisory that started in Port Moresby in 2015, working with major Asia-Pacific clients like the Brian Bell Group, Digicel and Puma Energy. To build a greater capacity to support the Port Moresby office and serve these […]

Mitch Churi Moves Into ARN’s Evening Prime Time Spot
  • Media

Mitch Churi Moves Into ARN’s Evening Prime Time Spot

Mitch Churi has finally nabbed a prime time radio slot on KIIS after slogging it out on nights. Churi will now be taking over the airwaves on KIIS from 7-10 pm on weekdays. So you’ll be able to hear him discuss all things celebrity and pop culture while making dinner – what a vibe. Churi […]

AnalogFolk Group Launches A Behavioural Transformation Consultancy
  • Campaigns

AnalogFolk Group Launches A Behavioural Transformation Consultancy

AnalogFolk Group Launches Behavioural Transformation Consultancy, MindWorks Consulting. Focused on delivering improved business outcomes, the consultancy applies behavioural economics to both marketing strategy and organisational design. In a rapidly changing world, companies need to be nimbler than ever before, reading and reacting at pace to changing market conditions, competitor landscapes and customer needs. New technologies […]

Byron Cooke Announces Radio Return At Melbourne’s KIIS 101.1
  • Media

Byron Cooke Announces Radio Return At Melbourne’s KIIS 101.1

Beloved radio personality, Byron Cooke is back on Melbourne breakfast radio, announcing he will host KIIS 101.1 breakfast this morning and will back behind the mic until February when the Jase & Lauren in the Morning show returns. The announcement follows news regular breakfast co-host, Jase Hawkins, is expecting his third baby any day now. “I’ve been mates […]

Facebook Not High On Hemp Advertising
  • Advertising
  • Technology

Facebook Not High On Hemp Advertising

In what could prove bad news for the entire NSW far north coast region, Facebook's reportedly refusing hemp advertising.