TV / VIDEO / RADIO / SOCIAL / EXPERIENTIAL
130 year old Harris had lost ground to Italian brands in the supermarket and local craft roasters on the street. Our task was to reposition Harris as part of Australia’s modern coffee culture. Our research provided the insight: while people know roast and ground is better, a lot don’t actually make real coffee themselves.
We launched a new brand position: ‘For The Love Of Making Coffee’ that emphasised the pleasure of making coffee. Then we went on a mission to get coffee lovers to get over their addiction to the convenience of a barista and start making real coffee themselves: The Harris Coffee Making Intervention.
Driven by digital TV and video in partnership with Will and Woody of KIIS FM on air, we executed actual interventions in offices around the country.
Most benchmarks were outperformed by a considerable margin with double standard View Through Rates (VTR) for social video, 7 in 10 Roast and Ground drinkers being more positive towards the brand and 35% of Harris Speciality Series shoppers being new to the category.