Work | Harris Made For Australia

THE CAMPAIGN

After delivering great results in 2020 with the Café Recovery Project, for our next campaign we needed to focus on one of the key challenges for Harris: how to connect culturally with Australian coffee drinkers in a way that would build our coffee credentials.

Research revealed a steady increase in interest in the outdoors – partly prompted by the Covid-driven border closures – as well as a rising cool-factor associated with it.

So, for 2021 we focused on Aussies’ collective love of the great Australian outdoors: from hiking, climbing, and surfing, to just getting out there and taking it all in – and the fact that even the best outdoor experiences can be made that little bit better with a great cup of coffee.

Leveraging

REAL WORLD TALENT

To bring the campaign to life we worked with real-world travel adventurers Brinkley Davies, Harrison Roach, Laure Mayer, Salty Davenport and Tom Patterson.

Across a series of three films ('Coast', above, 'Mountain', left, and 'Road', below), these adventurers shared their journeys seeking the ultimate outdoor coffee experience – in the process traversing the Australian coast, country and mountainside to prove that Harris coffee really is 'Made for Australia'.

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Reaching Aussie coffee drinkers

Through the decision making journey

The campaign leveraged the entire decision making journey: with mass reach courtesy of a heavy TVC buy during the Tokyo Olympics – and large format OOH; use of platform-specific creative across social and digital; as well as an integrated sales promotion and shopper mechanics to drive sales at the point of purchase.