Coffee franchise, Gloria Jean’s, has launched a new integrated campaign aimed at reinforcing the company’s “coffee credentials” and driving in-store sales.

The two-part campaign targets consumers via a “Win a World of Coffee” promotion and sponsorship of Channel 7’s Australia’s Got Talent program, based around the theme of “Our Baristas Have Talent”.

The sponsorship element incorporates prime-time 30 second commercials on Channel 7, online advertising on Yahoo!7 and print advertising in New Idea magazine. From 12 April to 12 May, the campaign featured semi-finalists in the Gloria Jean’s Coffees Barista Championship.

The second phase of the campaign, running from 13 May to 16 June, incorporates the ‘Win a World of Whole Bean Coffee’ promotion, which gives customers a chance to win one of 460 Sunbeam Cafe Series espresso machines and grinders, as well as 12 months supply of coffee. The first day of the competition saw over 700 entries collected via SMS and online.

Gareth Pike, general manager of Gloria Jean’s Coffees Australia said “We are extremely proud of our talented baristas at Gloria Jean’s Coffees and the partnership with Seven Network was the perfect opportunity to showcase their expertise and passion.”