Vienna-based coffee roaster and ambassador of Viennese coffeehouse culture, Julius Meinl, is set to celebrate the annual ‘Pay With A Poem’ initiative, taking place in cafes, hotels and restaurants globally this World Poetry Day (21st March).
In the UK, popular establishments such as Balans have already confirmed to join the campaign – now in its fifth year – where coffee and tea will be the source of inspiration for the day.
Customers who write poetry in participating locations will be able to pay for their hot beverage with their poem.
To celebrate the initiative, critically acclaimed musician and global Pay With A Poem ambassador, JP Cooper, will be participating in the campaign and creating a song which celebrates poets from around the world.
Since the initiative’s launch in 2014, Julius Meinl and partner cafes, hotels and restaurants across the globe have ignited creativity and seen hundreds of thousands of people put pen to paper.
The Viennese brand known for five generations of coffee expertise and premium-quality products will roll out the campaign across 40 countries, with locations in Miami through to London, Dubai, Shanghai and Vienna.
Speaking ahead of the launch, Julius Meinl’s CEO, Marcel Löffler said: “This year we celebrate five years of the Pay With A Poem initiative, which has grown remarkably year-on-year. Our next poetry initiative will be our biggest yet – we have more than 1,500 partners in 40 countries, plus have the support of a global music star, JP Cooper.”
Carina Needham, Julius Meinl’s Marketing Director added: “This World Poetry Day I encourage our hospitality customers everywhere join us as we create something truly special and become part of our global community offering innovative ways to ignite imaginations. What better place to do this than in our partner locations across the globe!”
Participating locations will be supported by a global integrated marketing campaign including dedicated digital, social, PR and experiential efforts. Registered partners will also receive flyers, door stickers and posters to announce the campaign.
The campaign is led by advertising agency McCANN Bucharest, with international PR strategy, content creation and local market PR activation handled by DeVries Global.
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