Nielsen research (2008) showed Robert Harris Coffee Roasters (RH) was losing its market share in a growing category; the brand was losing relevance to more sophisticated competitors. We needed to transform the way New Zealanders saw the brand, stopping the downward slide.A PR-led integrated campaign was developed around the concept ‘every break should be inspirational’ to connect with consumers during those moments they enjoy and savour a cup of coffee. The campaign was executed using multiple platforms - PR/ events/ online/ outdoor/ press/ TV/ radio:• Road show gathering the nation’s inspiration (shown in a 3-minute TVC)• Outdoor gallery of original artwork using paper-napkins.• Napkin magazine inserts.• Interactive online banner.• Inspirational television commercials.Our target audience was 30-54 year old, high socio, urban male/ females. They indexed strongly for usage of TV, radio and newspapers.

Road show: • ‘Inspiration-booth’ visited RH café’s asking café-goers to write their inspirations on napkins and be photographed• 5-week nationwide radio promotion - live-crosses, ad-libs, phone-ins and website presence• Regional PR.3-Minute TVC:• Road show footage formed 3-minute TVC. • Launched campaign on nationwide television creating mass awareness.

• PR coverage in regional and national newspapers and radio.Outdoor Gallery: • Artists commissioned to transform napkins into art, displayed in city bus-shelters• Launch event positioned gallery as ‘must-see’ event• Guests toured bus-shelters; curator explained inspiration behind pieces• Event attended by art-world influencers, artists and media• Event listings and PR coverage creating awareness• Artwork auctioned. Funds for RH Inspiration Fund for artistsTVCs:• TVCs providing fresh inspiration.Online: • NZers could draw inspirations on a virtual ‘napkin’ via interactive web bannerPress:• Handwritten stories printed on napkins, inserted into monthly magazine subscription copies

We secured coverage for the campaign in:• National TV News, National TV Breakfast show (two of the three major networks)• Nationwide radio• NZ Herald, Dominion Post (two of the five major metropolitan newspapers) • National Business Review (major business publication)• Regional newspapers • Online mediaPR reached more than 3.6 million people with a value of over $360,000 giving an ROI on PR spend of over 7:1.

NZ coffee drinkers are clearly getting the message, with the strongest ‘main message’ taken from the campaign being:• 25% say “Relax take a break this coffee helps make you feel relaxed”• 20% say “Innovative creative coffee brand for creative innovative lateral thinkers”• 20% say “Inspirational/you can be inspired by drinking their coffee” This long-term campaign has already increased coffee sales through supermarkets +7.2%, café’s +7% improving brand equity/relevance +27%.(Aztec scan data)