The Challenge
Jamaica Blue needed a piping hot campaign for their ‘Coffee for Life’ competition, designed to drive foot traffic to their franchises around the country.
Having worked with their parent company Foodco for many years, the brand trusted headmark to deliver this major campaign for them.
The Idea
Our campaigns always start with a fundamental understanding of the brand’s identity and a forensic identification of opportunities which might be being overlooked.
Jamaica Blue is named after a country recognised for growing some of the best coffee beans in the world. The brand had moved away from clearly focusing on the quality of their coffee.
We knew this campaign was the chance to hone their message and increase awareness of their outstanding coffee, creating a loyal new following. Our team delivered a vibrant, striking creative look and feel which made Jamaica Blue coffee the hero.
Once the creative was ready, headmark rolled out a comprehensive print and digital campaign.
The Results
Jamaica Blue’s ‘Coffee for Life’ campaign has been a great success, with increased coffee sales and heightened awareness of the quality of the coffee.
Ads were targeted to users who were similar to the existing Jamaica Blue database as well as local area audiences, with a total reach of 598k users across Australia. Facebook users saw an ad for the promotion an average of 4 times which indicated excellent ad recall (around 20% of users) and increased brand awareness.
Want a striking campaign for your business? Chat to us today about growing your brand with headmark.
