Gloria Jean's biggest media partnership kicks off their biggest marketing initiative

Gloria Jean’s Coffees has launched their biggest marketing initiative in the company’s history, teaming up with Seven Network to sponsor its new television series, The Amazing Race Australia.

The $3M campaign aims to increase brand awareness, build guest loyalty and drive transactions.

Gloria Jean’s Coffees General Manager, Gareth Pike said, “This is one of the most anticipated television series Australia has ever witnessed, so it was an obvious choice for Gloria Jean’s Coffees.

“It’s undoubtedly the most ambitious initiative the brand has ever rolled out and is designed to generate a significant brand reappraisal as well as targeting a new guest demographic.”

The integrated marketing campaign will employ above‐the‐line advertising, as well as below‐the‐line activity including a social media campaign, product placement and sales promotions in each coffee house franchise. The campaign begins on 16 May to coincide with the launch of the Australian series.

As part of the campaign, a consumer promotion will roll out in all coffee houses across the country with a total prize value of over $630,000. Prizes include luxury holidays for two to Hawaii with a coffee plantation tour and Sunbeam Café Series Espresso Machine & Grinders to be won in each coffee house franchise. Thousands of instant wins are also up for grabs.

Gareth Pike said, “This campaign will help maintain Gloria Jean’s Coffees’ position as market leader in Australia by engaging our target audience and communicating with them effectively.

“Most importantly it’s going to be lots of fun and has franchise partners and team members really excited”.

The multi‐layered initiative will engage numerous media channels and leverage the show’s official media partners, including Seven Network and its publishing arm, Pacific Magazines.

The partnership will feature new brand and promotional television commercials shown on Channel 7, as well as a print advertising campaign confirmed for Australian Good Taste, Coles Magazine, Men’s Health and Woman’s Health.

Other parts of the campaign include in‐program components shot in Gloria Jean’s coffee house franchises around the world. Logo placement will also be included across a number of properties owned by the show.