Julius Meinl is igniting global creativity once again with the launch of its latest campaign, Meet With A Poem. Set to go live in more than 10 countries this October, the coffee roaster is on a mission to banish superficial connections by bringing people together through poetry – an experiment that is a first of its kind.
Culminating on World Coffee Day, Saturday 1st October, the campaign hones in on modern relationships and the potential of poetry to transform social interactions. Duos can enjoy a complimentary coffee in participating Julius Meinl locations upon changing a social media profile picture to a piece of poetry.
The integrated initiative will be brought to life via in-store marketing across hundreds of hotels, restaurants and cafes and supported by a global media relations programme and social media strategy.
The campaign will follow the recent success of Pay With A Poem which Julius Meinl rolled out across 34 countries and nearly 1,300 locations in March. Pay With A Poem saw tens of thousands of people pay for their coffee with a handwritten poem on World Poetry Day, and achieved Julius Meinl’s mission of bringing more poetry into the world.
Heralded as the “text-art Banksy”, poet and global campaign ambassador, Robert Montgomery, lends his voice to Julius Meinl’s latest initiative. Speaking about the campaign, he says “We’re looking to push the boundaries a little with Meet With A Poem. We’re offering up poetry as an alternative communication tool and encouraging people to explore the place it can have in modern relationships. As a passionate supporter of poetry I have no doubt it can lead to more meaningful connections than the profile pictures people rely on as introductions these days.”
Julius Meinl’s CEO, Marcel Löffler says “As a brand with a heritage cemented in the Viennese coffee house culture – a creative and artistic environment – we have a natural intrigue into how relationships can be positively impacted through poetry. Our mission is to make the world a more poetic and better place, in small but meaningful steps. Ultimately this social experiment aims to bring people together and see if poetry and good coffee, can positively impact how we connect and express.
“This year we’ve made great progress towards bringing poetry into the everyday. We rolled out the second annual Pay With A Poem, which saw tens of thousands of people put pen to paper. With the launch of Meet With A Poem, we’re taking our commitment to the arts that next step further. It’s an exciting time for Julius Meinl as we continue to explore poetries place in a pragmatic society” he concludes.
The campaign is led by advertising agency McCANN Bucharest with international PR strategy and content creation by DeVries SLAM.
To find out more about Meet With A Poem and for profile picture inspiration click here
Follow the social conversation using #MeetWithAPoem and #PoetryForChange.