AUCKLAND, Today: Wildbean Cafe launches a major brand push in Australia and New Zealand through Ogilvy, reconnecting with Kiwis and introducing Aussies to its offerings. The trans-Tasman campaign, Drives you Cravey, is Wildbean Cafe’s first through-the-line activity in Australia, aiming to establish awareness among a new customer base and reinforce the brand’s presence in New Zealand.
Kristal Knight, Ogilvy NZ ECD, highlights the universal appeal of the campaign by tapping into the cravings and imaginations of commuters, resonating on both sides of the Tasman. The creative strategy includes a road-tripper’s fantasies, like gooey cheese and rainbow-sprinkle cravings.
In addition to the campaign, Wildbean Cafe unveils a new global brand identity by Designworks and store fit-outs by McCartney Design. Leigh Taylor, GM at bp, emphasizes the convenience business’s significance for bp’s strategic growth, expressing excitement about introducing Australia to the new “cravey” offering.
“The initiative reflects Wildbean Cafe’s commitment to reaching a broader audience.”
The Drives you Cravey campaign, a collaborative effort by teams across Ogilvy ANZ, features a distinctive audio approach for resonance in both markets. Toby Talbot, Ogilvy Network ANZ Chief Creative Officer, highlights the enjoyable aspect of creating a platform that resonates with drivers on both sides of the Tasman.
The campaign’s rollout plan includes a comprehensive multichannel approach. In Australia, Drives you Cravey spans TV, OOH, social media, VOD, digital platforms, and radio. In New Zealand, the campaign maintains a connection with existing consumers through OOH, social media, VOD, digital platforms, and radio.
Non-traditional executions, such as a toastie head Snapchat filter and transforming a real-life tanker into a highly cravey sausage roll, will be unveiled soon on both sides of the Tasman for the summer season. The initiative reflects Wildbean Cafe’s commitment to reaching a broader audience while maintaining its connection with existing consumers in New Zealand.
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