Ampol Foodary has launched a new coffee blend, combining both Robusta and Arabica beans, and a supporting marketing campaign.
The two beans have been globally sourced for their flavour – Robusta with bold, strong flavours, and Arabica with a complex, delicate profile – and will be locally roasted in Melbourne before being freshly ground in-stores.
The campaign, titled ‘it’s meant to be’, celebrates the union the two beans by romanticising a love story between them and will feature across radio, digital OOH, OLV, social, and in-store POS and digital screen materials.
Jenny O’Regan, Chief Brand Officer at Ampol Australia, said they know its customers love a great coffee and what better way to launch the new blend than through a love story.
“We have scoured the globe to find the beans that create a perfectly balanced cup of coffee; a blend that is bold, full of flavour and of course freshly ground in store.
“Through this campaign we want to ignite the passion for our coffee with our customers that visit us every day, while attracting new customers to try a new and delicious blend.”
The campaign centres around a bespoke RnB radio love song soundtrack and a dreamscape romantic in-store visual, creating nostalgia around 80s and 90s musical duets and music video tropes.
To celebrate the launch of the new blend, every Friday from 4 August to 1 September, customers that make a qualifying shop purchase at participating Ampol Foodary and Ampol Woolworths MetroGo stores can claim a free regular hot coffee.