hudsons coffee

The Sphere Agency's work for Hudsons Coffee encompassed a rebrand that saw the national coffee chain adopt a more engaging and colourful feel in the lead up to the franchise's crucial winter period.

The new campaign took in radio, outdoor, press, online, and transit advertising as well as extensive point-of-sale activity at Hudsons Coffee stores which presently number over 50 nationally.

The agency noticed that there were some really interesting and colourful illustrations that formed part of the environment within a Hudsons Coffee store, and so took these elements and incorporated them into the campaign developed for Hudsons. This resulted in greater consistency for the brand at all touchpoints.

Sphere recognised that the way people have their coffee is a very personal thing. So under the banner of 'Real coffee for really different people' the messaging of the campaign was designed to portray that although Hudsons Coffee is a chain, they do make great coffee - and can do it with an extremely wide range of beverages on offer. What it meant ultimately to the consumer was that no matter their coffee preference, they'd be satisfied.

The Hudsons Coffee media strategy developed by the agency was built around targeting coffee drinkers as close to their purchasing decision as possible. This was done by utilising morning radio, transit, metro press and mid-morning online advertising.

The chain's hospital and airport sites were also singled out for specific programs as were some regional areas which could not benefit from the larger metropolitan spends and so had local marketing initiatives instituted.