Ampol Foodary has launched a new blend of coffee made up of the bold and strong flavours of Robusta and the complex, delicate profile of Arabica; both globally sourced for their flavour, locally roasted in Melbourne and freshly ground in-stores.
The new Foodary coffee offers an aroma of dried fruit, a nutty almond character and pronounced earthiness. For milk-based coffee drinkers, the strength of Robusta coffee rises above the sweetness of the milk, producing a memorable coffee experience.
The new campaign ‘It’s meant to be’ celebrates the union of these two beans in a cup, by romanticising a love story between them.
Centring around a bespoke RnB radio love song soundtrack and a dreamscape romantic in-store visual ‘It’s meant to be’ creates nostalgia around 80s and 90s musical duets and music video tropes, with a modern twist.
Ampol Foodary’s new blend of coffee is available in all states, excluding Western Australia.
Ampol Australia Chief Brand Officer Jenny O’Regan says: “We know our customers love a great coffee and what better way to launch our new blend than through a love story.
“We have scoured the globe to find the beans that create a perfectly balanced cup of coffee; a blend that is bold, full of flavour and of course freshly ground in store.
“Through this campaign we want to ignite the passion for our coffee with our customers that visit us every day, while attracting new customers to try a new and delicious blend.
“We are sure that our new coffee blend will make our customers smile and love the coffee blend as much as we do.”
Saatchi & Saatchi Creative Director Piero Ruzzene says: “Hearing coffee experts talk so passionately about this new blend we thought a duet between two loved up beans – Arabica and Robusta – was a story worth telling in this campaign.”
To celebrate the launch of the new blend, every Friday from 4 August to 1 September, customers that make a qualifying shop purchase at participating Ampol Foodary and Ampol Woolworths MetroGo stores can claim a free regular hot coffee. The new Foodary coffee blend launches this week and is supported with Radio, Digital OOH, OLV, Social and in-store POS and digital screen materials.
