Leveraging Harris’ heritage as one of Australia’s original coffee roasters – and the brand's focus on crafting its product to a uniquely Aussie palate – we created Harris's new brand platform 'Made For Australia’.
The platform launched midway through 2020, just as Australians were battling the initial impact of COVID-19. With 70% worried about the impact on cafes and over 80% of small businesses believing they would not recover from recent hardships without third party support, Harris set out to make a real difference to Australian communities.
The Harris Café Recovery Project offered up to a million dollars worth of support up to cafés that were doing it tough due to Covid-19 and the bushfires earlier in the year. The multi-channel campaign invited cafes to apply for a slice of the fund as well as asking people to get out there and support their local café.
Harris
Café Recovery Project
-1.png)
Using storytelling to
Demonstrate Impact
We knew that telling the world about the Harris Café recovery project was only the beginning. To truly land our purpose and make a meaningful connection with consumers, we would need to share the stories of the cafés and café owners who received support.
We created a series of powerful films and articles to tell the stories of the people and café communities that had been impacted by COVID-19 – and how the support from Harris had made a real difference.
.png)