wildbean cafe launches major new platform spearheaded by trans-Tasman ‘Drives you Cravey’ campaign via Ogilvy
bp’s wildbean cafe has launched a major new brand platform across Australia and New Zealand via Ogilvy, in a bid to re-engage Kiwis and introduce Aussies to its great selection of barista-made coffee and food.
Spearheaded by a major trans-Tasman campaign using the tagline ‘Drives you Cravey’, it is the first-ever through-the-line brand activity for wildbean cafe in Australia, where it hopes to build awareness among an entirely new customer base. Meanwhile in NZ, the campaign’s focus will be more on reminding consumers already familiar with the brand that whatever they’re craving, they’ll find it at a wildbean cafe.
Says Ogilvy NZ ECD Kristal Knight:“wildbean cafe is known and loved by kiwis, but less well known on the other side of the Tasman. We had to create a brand platform and campaign to launch the new look and feel that would appeal to both markets. So we tapped into the wandering minds of hungry commuters stuck in cars, and what happens when their cravings and imaginations run wild. The gooey cheese and rainbow-sprinkle fantasies of a road-tripper is something we can all relate to, on both sides of the ditch. The only real creative compromise was not featuring onions in the cheese toastie. Turns out the Aussies wouldn’t dream of it. Their loss”.
As part of the brand push, wildbean cafe has also launched a new global brand identity by Designworks (part of Ogilvy NZ),and new store fit outs developed by McCartney Design.
Says Leigh Taylor, GM Asia Pacific Brand & Communications at bp: “At bp, our convenience business is an important part of our strategy and one of our key transition growth engines over the next decade. We’re excited to continue building on our strong wildbean cafe brand in New Zealand while we introduce Australia to the new cravey offering.”
The ‘Drives you Cravey’ campaign was developed and produced by teams across Ogilvy ANZ to ensure the work resonates in both markets, and features a distinctive audio approach to add to the dramatic humour portrayed in the work.
Says Ogilvy Network ANZ Chief Creative Officer Toby Talbot: “We had a lot of fun creating the Drives You Cravey platform for both sides of the ditch. The remarkable talents of Alex Roberts at FINCH and the wonderful ‘castrato’ arrangements of Elliott Wheeler at Turning Studios will no doubt create a genuine Pavlovian response for Kiwi and Aussie drivers alike”.
In Australia, ‘Drives you Cravey’ will be seen across TV, OOH, social, VOD, digital and radio. In New Zealand, where the brand is better known, the campaign will tap into the latent love for wildbean café across OOH, social, VOD, digital and radio.
Several other non-traditional executions will also be launched soon, including a toastie head snapchat filter and a real-life tanker being transformed into highly cravey sausage roll on both sides of the Tasman for summer.
Client: bp
Leigh Taylor – GM, Asia Pacific Brand & Communications
Sumi King – Convenience Transformation Lead AsPac
Jennifer Dupen – wildbean cafe Marketing Advisor AsPac
Creative and strategy: Ogilvy Network ANZ
Prod Co: FINCH
Director – Alex Roberts
MD – Corey Esse
Executive Producer – Nick Simkins
Producer – Jimena Murray
DP – Aaron Morton
Edit: Lucas Baynes @ ARC EDIT
vfx production – BLOCKHEAD VFX
Sound Design – Liquid Studios
Music – Elliot Wheeler @ Turning Studios
Stills: Photoplay
Photographer – Michael Corridore
Media: Mindshare
24 Comments
Funny, simple, well executed. Noice.
Too good, love these, gives me hope…
well executed. Hats off.
Awesome
Well done all
Make them cheese toasties look not too bad either!
I bet whoever created this was told off for playing with their food as a kid. Simple and effective. Bravo.
love it
Great. Simple insight. Executed with humour – and just a touch of weirdness. Well done to all involved.
But crafted well
music choice overpowers the humour.
Simple idea. Clear action. Didn’t cheap out on production.
I like it. Makes you almost hungry enough to eat a servo sausage roll.
i really like it, but felt like i have literally seen the ‘crazy imagination moment then returned to reality execution’ outta NZ like 3 times in the last 3 months.
@yeh it doesn’t matter what you saw babe
That is all.
The OOH of this is beyond confusing. Conceptually redundant and poorly shot.
@YoungECD shut it, you wilful child.
A campaign that has a bit of fun and an actual idea, but Young ECD thinks it is conceptually redundant and poorly shot. Says just about everything that is Australian advertising if you are actually an ECD at the moment. Boring as batshit.
@young ECD hopefully when you become a grown up ECD you’ll have a bit more grace. Poorly shot? Pretty harsh, MC is top notch and he’s done a nice job of this. Beyond confusing? Maybe if you’re a few beers deep on a Friday arvo and need a hug- it’s a bit of fun, lighten up and call an Uber.
Allow me to clarify. I was referring to the specific output of the ‘cement mixer OOH’ . It is completely impossible to read, especially at pace on a freeway , so from my point of view it’s redundant. I had no idea what to look at , where to look or who it was for. OOH should be blindingly easy to read at speed.
The ‘cement mixer OOH’ that’s a 15-sec screen…?
Nice to see someone properly invest in some decent music. Also Young ECD probably hasn’t seen a decent outdoor in his life, too busy coming up with dance-a-thons for TikTok. Go easy on him. Framed beautifully.
Just for balance; I have no comment.
Young ECD is probably a midweight planner in real life.
These are perfect, and solid for the brand. They did remind me of the Postmates work “when all you can X think about” but while i love the Postmates line, this work feels way more on point. and ‘Drives You Cravey’ is catchy, specially on the radio spots.