Independent Cafes Adelaide: There's Only 1 - Billboard

Independent Adelaide cafés team up for cheeky marketing campaign as local chain CIBO Espresso set to become Gloria Jean’s....

In the midst of significant public outcry relating to the recently announced news that South Australian coffee chain CIBO is set to rebrand to Gloria Jean’s, a collective of independent Adelaide cafés have banded together for a new campaign reminding café-goers that there are many great one-of-a-kind options out there.

Out of home advertising championing the independent venues, including billboards and bus shelters went live across Adelaide this week, with some in close proximity to CIBO locations.

With no expense to the participating cafés, the campaign has been executed by Adelaide marketing and communications agency, Topbunk, who developed the taglines, content production and media buying.

Reuben Gore, founder and managing director at Topbunk said:

“Our team has really enjoyed using our skillsets as a tool for good and to give back to independents through this campaign. Many of these small businesses often don’t have the ability to market themselves through this type of public advertising, so we’ve really enjoyed giving them the opportunity to do so.”

“Independent cafés have a heap of personality and can offer many things that the chains don’t, whether that be unique and comfortable fit-outs, tenacious customer service, varied food and drink options, or high quality products; the list goes on.”

“In a cost of living crisis where two major supermarket chains are holding Australians on a leash, it would be nice if we could at least keep our café sector diversified.”

Alex Theel, founder and director at Topbunk said:

“As a marketing agency, we understand how powerful storytelling and connection are. This campaign is an opportunity to shine a spotlight on what independent cafés bring to our city.”

“The campaign isn’t just about advertising – it’s about using our expertise to advocate for the businesses that make Adelaide unique, helping them grow and thrive amidst larger industry shifts.”

Zac Schneider, owner and manager of Carton Deli on Pulteney Street said:

“We were really upset to hear that small local hospitality group Retail Zoo, who are only valued at $500 million and also own Betty’s Burgers, Salsa’s and Boost Juice had decided to sell the CIBO franchise to a giant hospitality conglomerate. Typical big business squashing the little guys!”

Ryan Spellman from Spellmans’ Social in Glenelg said:

“We jumped at the opportunity to be involved in this campaign as it is finally shining a light on an issue that has been affecting our business and many other local independent businesses like us for the past three years. This is more than local or federal governments have offered us when we have been crying out for help and more and more local businesses are being forced into closure every week.”

“Independent businesses create so much for the local economy and communities surrounding them. We buy from local suppliers, employ locally and service the local community. So many of the profits from big chains do not go back into the local community, instead getting funnelled into interstate or overseas companies.”

Izzi Batt-Doyle of The RunHôuse café said:

“The coffee is what brings people to The RunHôuse but the community, personal touch and friendships is what keeps them coming back. We hope that the people of Adelaide continue to support their local small-businesses and independent shops!”

The campaign will continue to run across Adelaide over the coming weeks.