Outdoor ad: Griffiths Bros: Griffiths Bros Was Here

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Australia’s oldest coffee roasters - Griffiths Bros - have launched their next brand campaign with Melbourne advertising agency, The Reactor.

“The Australian coffee landscape is … read moreincredibly crowded, with new roasters coming into the market all the time - and disappearing just as quickly” says The Reactor’s Head of Strategy, Angus Smallwood. “But Griffiths Bros. has been around for over 140 years and has been a central part of the coffee scene in Australia all that time. You don’t survive that long in such a competitive environment unless you’re delivering a quality product that puts you ahead of your competitors.”

The Reactor’s Creative Director, Nick Brown says celebrating that longevity was the spark for the campaign’s idea. “We were looking through the company’s archives and came across the photo of three men roller skating down Adelaide’s Rundle Mall in 1913, and in the background, there’s a giant ad for Griffiths Bros. It made us realise that Griffiths Bros has always been there. So we thought, let’s create a campaign that’s a mixture of heritage and contemporary, showing that this brand with 140 years of history is still going strong today.”

According to Peter Patisteas, the Managing Director of Griffiths Bros, one of the things they liked about the campaign was the way it blended a contemporary feel with a heritage backdrop. “Our rich provenance is something we’re very proud of, but we’re also one of Australia’s leading roasters, with a highly-automated, state of the art roastery that produces over 10-12 tonnes of coffee per week. We loved the way The Reactor’s idea managed to show that we’re a brand with a foot in both worlds.”

The campaign went live during Melbourne Coffee Week, with a mixture of rock posters, web and social advertising, and has garnered plenty of attention already. “Australia’s coffee industry is a pretty close-knit community, so going live during the biggest event on the industry’s calendar has definitely got the trade talking” says Griffiths Bros Group Marketing Manager, Courtney Sims “but it’s also been doing wonders for our online sales.”

For additional information please contact The Reactor
on +61 3 9004.0702 or visit thereactor.com.au read less...