BrewGroup (formerly Bell Tea & Coffee Company) subsidiary Jed's Coffee has released its first major brand ad on TV.
While the brand has previously appeared on television with product-based ads, the work launched over the weekend is a significant change in direction.
The campaign was conceptualised by Special Group and features a series of humorous ads dramatising the coffee brand's numbering system, thereby making it easier for consumers to make the appropriate choice from what's on display in the supermarket.
Each of the numbers have been personified by one of four clips shot by Flying Fish director Greg Nicholas.
“We have a distinctive number system that makes it easy to shop Jed’s for the strength of coffee consumers love," says Jed's brand manager Sophie Marriott. "We wanted to bring to life the flavour profile for each of the Jed’s blends in a memorable and distinctive way that Kiwis can relate to.”
Special Group has been working on the Jed's account for a while, but gained a bit of sweetener at the beginning of the year with the win of the full BrewGroup portfolio, which also includes Gravity, Hummingbird and Bell Tea.
Nielsen's ad spend figures show that Bell Tea spent between $1.7 and $3.5 million on advertising a year over the last three years.
Speaking about the rebrand from Bell Tea & Coffee Company to BrewGroup earlier this year, chief executive Mark Hamilton told Stuff the aim of the change was to increase emphasis on the coffee brands included within the portfolio. And this is certainly coming to fruition with the release of the company's first TV ad.