POSITIONING GRINDERS AS THE COFFEE THAT CAN TRANSFORM YOUR DAY FOR THE BETTER.
Grinders Coffee was born on the streets of Melbourne when Giancarlo Gusti, a young immigrant, fresh to Australian shores, set out on a mission to make good tasting, quality coffee easy to access for all Australians.
In its over 60 years of operating in Australia, Grinders had changed and grown in many directions. Grinders needed to bring clarity and focus to the brand so that it could continue to deliver Giancarlo’s vision for another 60.
BRAND STRATEGY, BRAND PLATFORM, CREATIVE PLATFORMS, INTEGRATED CAMPAIGNS, TACTICAL.
BRAND PLATFORM
Connecting Grinders to the daily grind.
A good coffee has the power to transform grumpy humans into happy ones. Luckily for us, Grinders makes coffee easy. Whether you’re at home or in a cafe you know great coffee is close at hand so you can sit back and just enjoy the moment.
This is the simple thought that sits behind our new brand platform for Grinders – ‘Grounds for a Good Day’ which shows how a Grinders coffee can transform life’s everyday moments. A delicious coffee literally has the power to change your day for the better.
This brand platform brings consistency between all marketing touch points, from sales teams and in-store collateral to promotions, content and advertising.
THROUGH THE LINE.
Brand consistency for business and consumer.
To bring together our brand and ensure impact beyond just advertising campaigns, we worked closely with the Grinders team to develop ‘Grounds for a good day’ into sales, retail and cafe communications.
From the development of a modular sales document, designed to save time and increase impact in B2B, to cafe shop collateral, Connecting Plots partnered with Grinders to bring to life our brand and deliver the promise of a ‘great day’.
RETAIL ACTIVATION.
Celebrating 60 years of good days.
Grinder’s 60th anniversary was an opportunity to celebrate the brands rich history and connection with the community, bring our brand promise into our Cafe partners and celebrating our best relationships.
Through a consumer promotion, we asked customers to share how their local cafe gives them grounds for a good day – turning their answers into content that cafes and partners could use.
We partnered with Timeout to highlight our cafe partners and helping the audience find the best place to start your day, celebrating 60 years of starting the day well.
4,748 – messages of appreciation from customers
1.2M Coffee lovers reached
50% increase in media deliverables from earned
TACTICAL CAMPAIGN
Love affairs over a cuppa.
Jazzy McSchnitzel. Cutie patootie. Kurtis the Flirtis. We all have affectionate pet names for each other.
This Valentine’s Day we embraced pet names to celebrate love and the love of coffee! Via a national survey, we went looking for Australia’s top pet names for their lovers and used this to get people participating in our Grinder’s Valentine’s Day promotion for the chance to win one of 40 romantic dates, valued at $500.
The campaign was activated through a media partnership, through trade and cafes, independent grocery stores and in social media.
