Harris Coffee has today launched its new brand platform “Made for Australia”. The positioning, developed in conjunction with Edge, leverages Harris’ long history of being one of Australia’s original coffee roasters.
Supporting the platform is a product and packaging update with a new range of beans and ground coffee made with 100% Arabica beans and blended specifically for Australian taste. The new range also includes an organic blend. As part of this, the brand is also making an ongoing commitment to give back to Australian communities via the Harris Coffee Fund with 1% of annual turnover being dedicated to help support initiatives that Aussies care about.
Says Nicole Gardner, executive director, Edge: “As one of Australia’s original coffee roasters, Harris Coffee will appeal to shoppers by connecting more deeply on what matters to them and look to make a real positive difference with the Harris Coffee Fund.”
The first iteration of the platform comes to life in an integrated campaign with creative developed by Edge, media by Havas Media, and PR by Red Havas, including PR, online video, out-of-home, radio, digital and social.
The campaign – the Harris Café Recovery Project – is a new scheme for Australian café owners nationwide, inviting them to apply for a share in a support package worth $1million following the impact of the bushfires and Covid-19.
Coffee lovers are also encouraged to support the cause by buying a coffee and sharing stories explaining why they love their local café.
The project helps tackle some of the problems identified in The Harris Café Report*.
Conducted by YouGov Galaxy, the report surveyed 1,000 Australian café-goers and small business owners, to uncover attitudes towards Australia’s café culture and owners’ fears and hopes in a post-COVID-19 world.
The report found that 70% of Australians are worried cafes won’t be the same and over 80% of small businesses in hospitality, majority of which are cafes, claimed they won’t be able to recover from recent hardships without third party support.
Says Donna Mulholland, ANZ marketing director, JDE: “Harris Coffee started back in 1883 on the streets of Sydney and despite being a retail brand today, we are still Australia’s coffee and believe that coffee is a fundamental part of Australian communities. It was an easy decision for us to want to do our bit to help cafes get back on their feet. With the Harris Café Recovery Project, we want to make a real difference in rebuilding cafes that are doing it tough.”
Says Alistair Tod, brand manager, Harris: “We’re hoping to raise awareness of the plight of café owners, back them with some assistance and share their stories with all Australians.”
The campaign is live from July 1.
Client: Jacobs Douwe Egberts
ANZ Marketing Director: Donna Mulholland
Harris Brand Manager: Alistair Tod
Digital Marketing Manager – Aaron Wall
Creative and Strategy: Edge
Executive Planning Director – Richard Parker
Planning Director – Caitlin Ammann
Executive Director – Account Management – Nicole Gardner
Senior Account Director – Katy Grey
Account Executive – Donna Phan
Creative – Will Bassett, Callum Foot, Waiton Fong, Sal Cavallaro
Production House: Eight
Director: Kate Halpin
Producer: Nick Kelly
Media Planning and Buying: Havas Media
Strategy Director – Danni Dimitri
Account Director – Ella Macdonald
Account Manager – Jaime-Lee Mills
PR: Red Havas
Practice Head – Consumer: Adam Freedman
Senior Account Director – Madeleine Hanley
Senior Account Manager – Zachary Pittas
Senior Account Executive – Mike Swain
Account Executive – Lauren Graham
Design Director: Jon Chapman-Smith