In a significant brand move, wildbean cafe has initiated a comprehensive new branding strategy across Australia and New Zealand. Orchestrated by Ogilvy, this initiative is set to rejuvenate the brand’s relationship with New Zealanders and offer Australians a tantalizing taste of its top-notch barista coffee and diverse food offerings.
THE TRANS-TASMAN STRATEGY
Titled ‘Drives you Cravey’, this pioneering campaign marks wildbean cafe’s first extensive brand endeavor in Australia, targeting a novel audience base. In New Zealand, the focus shifts, aiming to reignite the brand’s connection with its existing customer base by reminding them that their cravings find their match at wildbean cafe.
CREATIVE INSIGHTS FROM OGILVY NZ
Delving into the creative aspects, Kristal Knight, Executive Creative Director at Ogilvy NZ, shares her insights: “wildbean cafe is known and loved by kiwis, but less well known on the other side of the Tasman. We had to create a brand platform and campaign to launch the new look and feel that would appeal to both markets. So we tapped into the wandering minds of hungry commuters stuck in cars, and what happens when their cravings and imaginations run wild. The gooey cheese and rainbow-sprinkle fantasies of a road-tripper is something we can all relate to, on both sides of the ditch. The only real creative compromise was not featuring onions in the cheese toastie. Turns out the Aussies wouldn’t dream of it. Their loss”.
REVAMPING THE BRAND IDENTITY
In line with this strategic move, wildbean cafe has introduced a fresh global brand identity, conceptualized by Designworks (a part of Ogilvy NZ), and has revamped store layouts in collaboration with McCartney Design.
BP’S STRATEGIC VISION
Leigh Taylor, GM Asia Pacific Brand & Communications at bp, underscores the campaign’s significance: “At bp, our convenience business is an important part of our strategy and one of our key transition growth engines over the next decade. We’re excited to continue building on our strong wildbean cafe brand in New Zealand while we introduce Australia to the new cravey offering.”
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THE CAMPAIGN’S DISTINCTIVE FEATURES
The ‘Drives you Cravey’ campaign, a collaborative creation of the Ogilvy ANZ teams, features a unique audio element to amplify the campaign’s humorous tone. Toby Talbot, Chief Creative Officer at Ogilvy Network ANZ, comments: “We had a lot of fun creating the Drives You Cravey platform for both sides of the ditch. The remarkable talents of Alex Roberts at FINCH and the wonderful ‘castrato’ arrangements of Elliott Wheeler at Turning Studios will no doubt create a genuine Pavlovian response for Kiwi and Aussie drivers alike”.
MEDIA COVERAGE AND FUTURE PLANS
In Australia, the campaign spans across various media, including TV, social media, and radio. Meanwhile, in New Zealand, it utilizes the brand’s established reputation through similar channels. Additionally, unique executions are planned, including a Snapchat toastie head filter and transforming a real-life tanker into a sausage roll, adding excitement to the campaign.
EXPLORE THE CAMPAIGN
Catch a glimpse of the campaign’s creative spirit through these links:
- 45” Toastie: https://vimeo.com/886305147
- 15” Coffee: https://vimeo.com/886304991
- 15” Donut: https://vimeo.com/886305065
CAMPAIGN CREDITS
Client: Leigh Taylor, Sumi King, Jennifer Dupen
Creative and Strategy: Ogilvy Network ANZ
Production: FINCH and allied partners
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