- ClientJulius Meinl Coffee
Julius Meinl Coffee And Zooom
On an auspicious day in the year 1877, Julius Meinl II revolutionized coffee roasting, making his family name synonymous with exceptional coffee creations. Nearly 160 years later Julius Meinl Coffee is a household name in Austria, famed for its uncompromising quality and connection to the Viennese coffee house culture. Julius Meinl is equally renowned whether at a fine restaurant, or enjoyed with a slice of Sachertorte at a cafe in the old city while watching people go by.
A Caffeinated Cooperation
As the leading player in the hospitality industry, present in more than 70 countries and rooted in domestic and international food retail, Julius Meinl Coffee reached out to zooom to modernize and grow the brand. Starting with a national brand campaign in their home market Austria, the goal was nothing less than positioning Julius Meinl Coffee at the top of every coffee lover’s mind.
Reaching Our Target Groups
Our creative concept for Julius Meinl Coffee consisted of several layers, all centered around a core creative insight into the unique brand’s history and current marketing goals. Based on our communication strategy and target group analysis we ran a test in Q4 /2021 in the core market of Vienna, with a strong focus on Out of Home (OOH) advertising.
Thanks to excellent results the campaign was translated into all relevant channels and rolled out across Austria in three waves of media, covering all communication needs. In addition, a series of static and moving image assets for rolling boards, digital city lights and social media channels ensured that communication was laser targeted to the right group. There was also a fully branded tram in classic Julius Meinl red that lapped Vienna's Ring for three months.
If you haven’t already caught a glimpse of the campaign, you can explore a little selection here on our homepage.
Our Hot And Aromatic Campaign
The three main visuals of our campaign were conceptualized, designed and captured by our creatives over the course of two days in Austria’s beautiful capital. We were more than delighted with the results and look forward to the smell of Julius Meinl coffee lingering in our office for many more years to come!