Hummingbird’s 2024 comms campaign was a creative concept that was born from the insight that despite the fact that Hummingbird Coffee had been around for over 20 years, there was low awareness around the small actions that the brand had been consistently delivering on. These small actions were having a big impact. The campaign objective was to drive reappraisal of Hummingbird Coffee and to communicate to consumers, that through the simple act of choosing Hummingbird they can help create a positive impact.

Via an innovative two-phase campaign, phase one introduced the brand platform “Little Things Matter” with a deliberately anonymous look and feel to maximise cut-through amongst the traditional noise. It created intrigue and invited consumers to discover who was behind this campaign, and the many ‘little things’ it takes to produce a high quality product and make a positive difference to local communities around New Zealand.

Running for six weeks from 29 July to 8 September, the campaign reached audiences via OOH digital billboards and street posters, online and retail POS, organic social media, influencers and paid ads across Meta, street activation, advertorials and Hummingbird’s own online blog.

After two weeks of the phase one ‘teaser’, Hummingbird’s own look and feel took over to mark the ‘reveal’ phase of the campaign. When consumers discovered it was Hummingbird, they had the opportunity to enter to win 1 of 100 coffee ‘share packs’, a total prize value of $30,000.

The campaign has already been achieving some record results for the brand, only a few weeks in. Watch this space.