“Support Local”: Adelaide cafés stir the pot with cheeky OOH campaign via Topbunk as local chain CIBO Espresso rebrands to Gloria Jean’s

In response to public outcry over the announcement that South Australian coffee chain CIBO Espresso will rebrand to Gloria Jean’s, a collective of independent Adelaide cafés have come together to launch a bold new campaign via Adelaide marketing and communications agency Topbunk. The initiative reminds café-goers that the city boasts plenty of unique, one-of-a-kind coffee spots to explore.

The campaign features out-of-home advertising, including billboards and bus shelters, strategically placed across Adelaide—some even near CIBO locations.

Executed at no cost to the participating cafés, Topbunk handled the taglines, content production, and media buying.

Says Reuben Gore, founder and managing director at Topbunk: “Our team has really enjoyed using our skillsets as a tool for good and to give back to independents through this campaign. Many of these small businesses often don’t have the ability to market themselves through this type of public advertising, so we’ve really enjoyed giving them the opportunity to do so.

“Independent cafés have a heap of personality and can offer many things that the chains don’t, whether that be unique and comfortable fit-outs, tenacious customer service, varied food and drink options, or high-quality products; the list goes on.

“In a cost of living crisis where two major supermarket chains are holding Australians on a leash, it would be nice if we could at least keep our café sector diversified.”

Says Alex Theel, founder and director at Topbunk: “As a marketing agency, we understand how powerful storytelling and connection are. This campaign is an opportunity to shine a spotlight on what independent cafés bring to our city.

“The campaign isn’t just about advertising – it’s about using our expertise to advocate for the businesses that make Adelaide unique, helping them grow and thrive amidst larger industry shifts.”

Several café owners involved in the campaign shared their perspectives:

Zac Schneider, owner and manager of Carton Deli on Pulteney Street, expressed his frustration: “We were really upset to hear that small local hospitality group Retail Zoo, who are only valued at $500 million and also own Betty’s Burgers, Salsa’s and Boost Juice, had decided to sell the CIBO franchise to a giant hospitality conglomerate. Typical big business squashing the little guys!”

Says Ryan Spellman of Spellmans’ Social in Glenelg: “We jumped at the opportunity to be involved in this campaign as it is finally shining a light on an issue that has been affecting our business and many other local independent businesses like us for the past three years. This is more than local or federal governments have offered us when we have been crying out for help, and more and more local businesses are being forced into closure every week.

“Independent businesses create so much for the local economy and communities surrounding them. We buy from local suppliers, employ locally, and service the local community. So many of the profits from big chains do not go back into the local community, instead getting funnelled into interstate or overseas companies.”

Izzi Batt-Doyle of The RunHôuse café highlighted the importance of community: “The coffee is what brings people to The RunHôuse, but the community, personal touch, and friendships are what keep them coming back. We hope that the people of Adelaide continue to support their local small businesses and independent shops!”

The campaign will run across Adelaide in the coming weeks, aiming to spotlight and celebrate the city’s vibrant independent café culture.

Participating Independent Cafés Include:
• Café Troppo
• Carton Deli
• CHPTR 3
• C.R.E.A.M
• Gilbert Social
• Gilly’s Espresso
• It Takes A Village
• Miss Perez
• Munch Deli
• Nathaniel’s
• Pickle in the Middle
• Please Say Please
• Rustic Gourmét
• Spellmans’ Social
• The RunHôuse
• Unley Social
• Willow Bend

Adelaide coffee lovers are encouraged to explore these unique venues and continue supporting the local businesses that make the city’s café scene so special.