Jed's Coffee personifies its range as it dips into branding on TV

  • Advertising
  • September 5, 2016
  • StopPress Team
Jed's Coffee personifies its range as it dips into branding on TV

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.      

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Whittaker's claims July Ad Impact Award

  • Advertising
  • August 24, 2017
  • StopPress Team
Whittaker's claims July Ad Impact Award

Whittaker's star-studded 'Destinations' ad, featuring Nigella Lawson and a few of her friends, was the standout creative effort in what was a highly competitive month.

Read more

The graft and the glory. But mostly the graft.

  • Opinion
  • August 23, 2017
  • Vena Crawley
The graft and the glory. But mostly the graft.

While the industry focus is often placed on flashy bits happening on the surface, Contact Energy chief customer officer Vena Crawley says it's often the hard graft beneath the surface that makes the difference.

Read more
Sponsored content

Do we still need to ask questions?

Is it the end of surveys as we know it? Or do they still play a meaningful role in managing and growing brands?

topics
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...
voices

Digital salaries report reveals New Zealand's big earners

  • Tech
  • August 21, 2017
  • Elly Strang
Digital salaries report reveals New Zealand's big earners

With the digital revolution upon us changing the way we work, live and play, the employment outlook for digital professionals is bright. The 2017 Digital Remuneration Report breaks down the incomes of different roles within the industry in Aotearoa, as well as how we fare against our Australian counterparts.

Read more
Sponsored content

Cultivating trust: can the Magazine 360 foster self-regulation?

At a time when metrics and viewability have become big issues of the day, could the MPA’s Magazine 360 metric be an effective way for ...

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit