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.