7-Eleven rewards Aussies with free coffee in new initiative and campaign via Leo Burnett and Thrive


7-Eleven has launched a new initiative, offering free coffee across Australia for the month. In a bid to encourage the reduction of single use cups, 7-Eleven is empowering Aussies to commit to using reusable cups as part of their everyday lives. As part of the campaign, developed by Leo Burnett and Thrive PR & Communications, Aussies will be able to visit their local 7-Eleven store with their own rCup, reusable cup or even their favourite mug to receive a free coffee.


The new initiative launched on 6 August and runs until 2 September, is supported by an integrated marketing, advertising and PR campaign, and the initiative has already generated significant word of mouth and a buzz on social media. The campaign is being executed across OOH, radio, digital advertising and a targeted PR campaign.

As one of Australia’s largest coffee sellers, 7-Eleven created the 28 day initiative to help customers to make a simple change to their routine that over time, will make a significant contribution to reducing single use cup waste.

Says Julie Laycock, general manager marketing, 7-Eleven: “It takes 21 days to make or break a habit so we’re running this new initiative for 28 days to give Aussies the best chance of making a small change to their habits that, over time, will make a significant contribution to reducing single use cup waste.

“Less than 1% of 7-Eleven coffee customers are currently bringing reusable cups, and we’d like that number to increase. We’ve seen a great response from our customers and the community in this shared commitment to reduce the number of single use coffee cups that end up in landfill.”

Last year 7-Eleven partnered with Simply Cups, launching a recycling revolution aiming to rescue 70 million takeaway cups from landfill. Over the past year more than 1.6 million cups were collected through 7-Eleven recycling units.

For more information go to https://www.7eleven.com.au/our-offers/free-coffee-with-your-reusable-cup

Creative Agency: Leo Burnett
Public Relations: Thrive PR + Communications
Media: PHD
Digital: Isobar