AUCKLAND, Today: Hummingbird Coffee, New Zealand’s leading specialty fresh coffee brand*, has launched the intriguing Little Things Matter campaign. It’s all about showing how the brand’s small actions make a big impact.
Even though Hummingbird Coffee has been around for over 20 years, many people didn’t know about the little things they’ve consistently done behind the scenes. This campaign shines a light on those efforts.
The two-phase campaign started with a deliberately anonymous approach, creating curiosity among consumers. The goal was to highlight the small, meaningful steps Hummingbird takes to produce quality coffee and make a positive impact in New Zealand communities.
Some of these stories include their partnership with Trade Aid, their Green Bean Fund that helped Christchurch after the earthquakes, and their ongoing support for the Student Volunteer Army’s efforts in Auckland and Hawke’s Bay after the flooding and Cyclone Gabrielle.
The campaign’s key message, Does good coffee taste better? plays on the idea that Hummingbird’s commitment to social good makes their coffee taste even better.
“We were immediately drawn to this unconventional creative concept. We loved that it was integrated, bold, maximised our budget and would achieve great cut-through.” – Mike Stribrny
The campaign aims to get people to rethink Hummingbird Coffee and show that by simply choosing their coffee, they can make a difference. A street activation in Ponsonby offered free coffee to passersby, asking them to guess the brand. QR codes on posters and stickers around the country added more mystery and fun.
Running from 29 July to 8 September, the campaign spans digital billboards, street posters, retail displays, social media, influencers, and more. After two weeks of the teaser phase, Hummingbird revealed their brand identity and gave consumers the chance to win one of 100 coffee ‘share packs’ worth $ 30,000.
“We were immediately drawn to this unconventional creative concept,” said Mike Stribrny, Marketing Manager at Jacobs Douwe Egberts. “We loved that it was integrated, bold, maximised our budget and would achieve great cut-through.
“It’s taken a huge amount of work by everyone involved and we’re super excited by the results we’re seeing. It has delivered far beyond our expectations only a few weeks in,” Mike added.
*Source: Nielson Scan Data New Zealand Grocery | Total Fresh Coffee Category Only | Brand Value Share % | MAT data to 04/08/2024
CREDITS
Client: Hummingbird Coffee (Jacobs Douwe Egberts)
Design & Creative Agency: Fuman
PR & Communications agency: Convergence Communications
Media agency: Havas
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