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wildbean cafe: Drives you Cravey - Donut
wildbean cafe has launched a major new brand platform across Australia and New Zealand via Ogilvy, in a bid to re-engage Kiwis and introduce Aussies to its great selection of barista-made coffee and food.
Spearheaded by a major trans-Tasman campaign using the tagline ‘Drives you Cravey’, it is the first-ever through-the-line brand activity for wildbean cafe in Australia, where it hopes to build awareness among an entirely new customer base. Meanwhile in NZ, the campaign’s focus will be more on reminding consumers already familiar with the brand that whatever they’re craving, they’ll find it at a wildbean cafe. As part of the brand push, wildbean cafe has also launched a new global brand identity by Designworks (part of Ogilvy NZ),and new store fit outs developed by McCartney Design. The ‘Drives you Cravey’ campaign was developed and produced by teams across Ogilvy ANZ to ensure the work resonates in both markets, and features a distinctive audio approach to add to the dramatic humour portrayed in the work. In Australia, ‘Drives you Cravey’ will be seen across TV, OOH, social, VOD, digital and radio. In New Zealand, where the brand is better known, the campaign will tap into the latent love for wildbean café across OOH, social, VOD, digital and radio. Several other non-traditional executions will also be launched soon, including a toastie head snapchat filter and a real-life tanker being transformed into highly cravey sausage roll on both sides of the Tasman for summer.
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