Harris Coffee Adventures Through Australia to Connect with a Local Audience

    This year's campaign is all about connecting with the great outdoors.

    By Asia Ad Junkie - May 17, 2021
    Harris Coffee Adventures Through Australia to Connect with a Local Audience

    Harris Coffee has launched its latest campaign as part of the ‘Made for Australia’ brand platform. The spots were rolled out in collaboration with independent creative agency Edge and JDE.

    Featuring Aussie travel adventurers and notably good-looking people Brinkley Davies, Harrison Roach, Laure Mayer, Salty Davenport and Tom Patterson – the series of ads takes viewers on a tour of the great Australian outdoors.

    It’s a continuation of last year’s campaign which promoted ‘Made for Australia’ as an opportunity to support struggling cafes facing bushfires and a pandemic. This year that same phrasing is all about connecting Aussies with nature and in turn, solidifying the group’s coffee credentials.

    “Our research showed 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. And of course we all know that a great outdoor experience is made that little bit better by a great cup of coffee – which can be hard to come by when you’re off the beaten track,” said Richard Parker, executive planning director at Edge.

    “We truly are the lucky country, spoilt for choice with so many amazing places for us to visit. As a coffee that is uniquely blended in Australia, for Australian tastes, Harris is the perfect brew to enjoy in these moments. We wanted a campaign that celebrates this and inspires you to grab a bag of beans and get amongst it,” said Simon Langley, ECD, Edge.

    The campaign includes TV, online video, out-of-home, shopper, digital and social.

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