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.

Fairfax and health insurer Nib partner up

  • Media
  • December 13, 2017
  • StopPress Team
Fairfax and health insurer Nib partner up

The companies have launched Done, a new range of affordable, tailored health insurance designed to make it easier for the surprising number of Kiwis that don’t have any health cover.

Read more
topics
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
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?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
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
Sponsored content

Reckon you're a media guru? Quiz results and answers revealed

We go through all the questions and take a look at what the right answer was according to the research from Colmar Brunton.

Boredom is death: why advertising and comedy make great bedfellows

  • StopPress + Comedy Festival
  • December 11, 2017
  • Damien Venuto
Boredom is death: why advertising and comedy make great bedfellows

Bill Bernbach’s famous line that ‘in advertising not to be different is virtually suicidal’ could just as easily be applied to comedy. And as Comedy Festival general manager Lauren Whitney searches for a new principal sponsor, she trumpets the growing popularity, the commercial opportunity and the cultural relevance of a bit of humour.

Read more
Sponsored content

Are we seeing a resurgence of TV advertising?

Despite the ubiquitous nature of digital communications and millennials spreading their time across a range of screens, television remains a hugely valuable platform for delivering ...

Sponsored content

The experimenter: TVNZ set to open studio space to up-and-coming talent

As the champion of TVNZ Duke’s experimental lineup, programmer Edward Kindred is breaking the barriers of what the role traditionally entails. He’s one-part Australian gentleman ...

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