Facing a decline in market share, Robert Harris Fresh Coffee (sold both through supermarkets and cafés) needed a transformation in the way New Zealanders engaged with the brand.
To begin the campaign, all 40 Robert Harris Cafes throughout NZ were visited and Kiwis invited to write what inspires them on a Napkin. Thousands of people took part, generating a vast array of inspiring thoughts, from which the “Every break should be inspirational” campaign evolved.
A mix of TV, magazine inserts, sampling, online doodles, video banners, online ads, a street-level adshel art gallery, a dedicated website and TV ads generated additional sales of Robert Harris coffee. The campaign garnered over 53,000 entries and resulted in $400,000 worth of PR, demonstrating the importance of identifying all the appropriate touchpoints to engage with your customers.