L’affare shakes up Aotearoa’s coffee habits

L’affare is encouraging Kiwis to “Embrace the Unknown” with new variants of its premium, limited edition, Roasters’ Cup range – teaming up with EightyOne and Storybox to produce a unique abstract multi-sensory journey.

The new range of coffee includes Sweet Velvet and Amp’d Fruit which are the result of creative collaborations with innovative coffee farmers.

Reflecting both the boundary-pushing nature of the product and playful, eclectic, L’affare brand, a campaign was created that rewarded people for embracing curiosity and heightens the senses for an exclusive tasting session.

A multi-media guerrilla campaign surrounded Wellington’s creative and foodie community. Sensory DM to select influencers, special build sensory and tactile outdoor, a partnership with Radio Active and bespoke website and eDM conversation let people know about the upcoming drop of Sweet Velvet and Amp’d Fruit.

The campaign worked to create intrigue and built cues for these new products – though never revealing what they actually were. Those bold enough to “Embrace the Unknown” got an unforgettable experience of the distinctive feel of each product.

Post event, the stories behind the new coffees were revealed, brand codes were brought into selected stores where they’re sold and stimulated trial by amplifying influencer voices and through targeted video content, digital media, social and sampling.

EightyOne ECD Chris Bleackley said: “A fantastic opportunity to work with a client that wanted to push the limits. I still don’t really know what it means, but I love it.”

GM of Marketing Jason Clapperton said: “When working with small budgets it’s important any idea is unique and interesting enough to create its own gravity. EightyOne delivered.”

L’affare / UCC Coffee ANZ

GM Marketing – Jason Clapperton

GM L’affare – Paul Cockburn

Marketing & Innovations Manager – Antica Soljan

Brand Manager – Cat Mainwaring


ECD – Chris Bleackley

Creative – Joe Stuart

Designer – Micheal Hanly

Video & Photography – Ollie Stent

Account Director – Penelope Hobbs

Strategy – Brendan Sturrock

Media Director – Grant Maxwell


Creative Director – Rob Appierdo

Account Director – Claudia Zwimpfer

Project Manager – Andrew Croot

Designer – Kimi Moana Whiting

Animator – Moretekorohunga Lloyd

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