Single O | SUPERCAFES
convenience, yes. Quality, not always.
Supermarkets are great, but not always the best option.
Brand Strategy | Creative Direction | Channel Execution | Design
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Australia’s largest supermarket employs over 190,000 people across its group a year, providing security for families, fuelling our economy and feeding & sustaining people across Australia. Great!
They deliver convenience, value & quality to their customers on a daily basis. They supply a surprising lot of coffee too…
…30% of Aussie households buy beans & ground coffee for home brewing (as opposed to instant coffee or no coffee), with around 75%, or tens of millions of bags, per year purchased through supermarkets.
This created our challenge.
Single O’s twenty-year existence has been devoted to supplying the best coffee to some of the best cafes in Australia and Japan. Many people drink Single O coffee, without realising - a subtle, discoverable approach to branding. Cafe-first, Single O second.
This action continues to do just that. Putting the cafe network first, creating a movement to try and shift the mass numbers away from Supermarkets, and into Supercafes.
supercafe network
supercafe execution
SUPERCAFE FINDER
Black friday
This is just the start of this movement, and there’s so much more to come. Look-out for 2023!