The first iteration of the platform comes to life in an integrated campaign developed with Edge, Havas Media and Red Havas.
Harris Coffee has launched its new brand platform Made for Australia.
The positioning, developed in conjunction with Edge, leverages Harris’ long history of being one of Australia’s original coffee roasters.
Supporting the platform is a product and packaging update with a new range of beans and ground coffee made with 100% Arabica beans and blended specifically for Australian taste. The new range also includes an organic blend.
As part of this, the brand is also making an ongoing commitment to give back to Australian communities via the Harris Coffee Fund with 1% of annual turnover being dedicated to help support initiatives that Aussies care about.
“As one of Australia’s original coffee roasters, Harris Coffee will appeal to shoppers by connecting more deeply on what matters to them and look to make a real positive difference with the Harris Coffee Fund,” Edge executive director Nicole Gardner says.
The first iteration of the platform comes to life in an integrated campaign with creative developed by Edge, media by Havas Media, and PR by Red Havas, including PR, online video, out-of-home, radio, digital and social.
The campaign – the Harris Café Recovery Project – is a new scheme for Australian café owners nationwide, inviting them to apply for a share in a support package worth $1 million following the impact of the bushfires and COVID-19.
Coffee lovers are also encouraged to support the cause by buying a coffee and sharing stories explaining why they love their local café.
“We’re hoping to raise awareness of the plight of café owners, back them with some assistance and share their stories with all Australians," Harris brand manager Alistair Tod says.
The project helps tackle some of the problems identified in The Harris Café Report.
Conducted by YouGov Galaxy, the report surveyed 1,000 Australian café-goers and small business owners, to uncover attitudes towards Australia’s café culture and owners’ fears and hopes in a post-COVID-19 world.
The report found that 70% of Australians are worried cafes won’t be the same and over 80% of small businesses in hospitality, majority of which are cafes, claimed they won’t be able to recover from recent hardships without third party support.
“Harris Coffee started back in 1883 on the streets of Sydney and despite being a retail brand today, we are still Australia's coffee and believe that coffee is a fundamental part of Australian communities," JDE ANZ marketing director Donna Mulholland says.
"It was an easy decision for us to want to do our bit to help cafes get back on their feet. With the Harris Café Recovery Project, we want to make a real difference in rebuilding cafes that are doing it tough.”
The campaign is live from July 1.