Hummingbird launches latest brew: Little Things Matter

Aotearoa’s leading specialty fresh coffee brand*, Hummingbird Coffee, has brewed up an intriguing two-phase “Little Things Matter” campaign.

The campaign is designed to profile the actions and values behind a brand that has always put purpose first.

The creative concept was born from the fact that while Hummingbird Coffee has been around for over 20 years, there was low awareness around the small actions the brand has been consistently delivering on.

These small actions, including partnerships with various community organisations, have a big impact across the country.

Via an innovative campaign, phase one introduced the brand platform “Little Things Matter” with a deliberately anonymous look and feel to maximise cut-through amongst the traditional noise.

It created intrigue and invited consumers to discover who was behind this campaign, and the many ‘little things’ it takes to produce a high-quality product and make a positive difference to local communities around Aotearoa.

These messages included authentic stories such as a long-standing relationship with Trade Aid and a Green Bean Fund that has helped regenerate Christchurch following the earthquakes. There were also references to the ongoing partnership with the Student Volunteer Army supporting Auckland and Hawke’s Bay to recover from last year’s flooding and Cyclone Gabrielle, and the brand’s charitable work, dating back as far as 2011.

The hero message of “Does good coffee taste better?” involved a subtle play on words, referencing the social good that Hummingbird has quietly been delivering for more than 20 years.

The campaign objective was to drive reappraisal of Hummingbird Coffee and to communicate to consumers, that through the simple act of choosing Hummingbird they can help create a positive impact.

A street activation in Ponsonby invited passersby to try a free coffee and guess the brand. Meanwhile QR codes on street posters and stickers throughout the country created further intrigue and opportunities to guess.

Running for six weeks from 29 July to 8 September, the campaign is reaching audiences via OOH digital billboards and street posters, online and retail POS, organic social media, influencers and paid ads across Meta, street activation, advertorials and Hummingbird’s own online blog.

After two weeks of the phase one ‘teaser’, Hummingbird’s own look and feel took over to mark the ‘reveal’ phase of the campaign. When consumers discovered it was Hummingbird, they had the opportunity to enter to win 1 of 100 coffee ‘share packs’, a total prize value of $ 30,000.

“We were immediately drawn to this unconventional creative concept,” says 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.”

A Hummingbird ‘reveal’ digital billboard at Ponsonby Central, Hummingbird revealed street posters and the ‘tease’ and ‘reveal’ of the ‘long list’ feature on Ponsonby Road.

*Source: Nielsen Scan Data New Zealand Grocery | Total Fresh Coffee Category Only | Brand Value Share % | MAT data to 04/08/2024

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