Grinders Coffee launches new national campaign

Melbourne roaster Grinders Coffee has launched its Take a Coffee Break campaign, running nationwide throughout October to reflect the importance of coffee in people’s daily routines.

In a statement, Grinders said the first cup of coffee in the morning often serves a functional purpose to start the day, while 43 per cent of people enjoy a second coffee in the mid-morning, and 34 per cent opt for another in the mid-afternoon, referring to these moments as ‘coffee breaks’.

Since most of these coffees are prepared at home, people appreciate these moments as quick refreshers and mental breaks during the day, which aligns with Grinders’ campaign and its tagline: ‘The coffee you need for the breaks you deserve’.

“From the moment you begin your coffee-making ritual, starting with the simple act of opening a Grinders coffee bag, you are guaranteed a more enjoyable break,” says Burcu De La Cruz, Marketing Manager at Grinders Coffee.

“We champion the timeless connection between great coffee and pure enjoyment.”

The campaign showcases Grinders Coffee’s one-kilogram bean range available in retail stores. For the first time, brand photography is being introduced as part of the launch, showcasing the roaster’s Crema, Espresso, Rich Espresso and Organic blends.

Kent Pearson, Managing Partner of marketing agency a.glo, says it’s been great to continue the partnership with the Grinders team.

“Grinders is synonymous with quality café coffee and this campaign serves to drive consideration for the brand and growth in grocery channel by clearly positioning it within the home environment and routines in the creative and through partnerships with leading lifestyle influencers,” he says.

The campaign will run nationwide throughout October, featuring on out-of-home advertising, social media, Spotify, and YouTube channels.