Julius Meinl is set to launch its annual Meet With A Poem campaign in cafés, restaurants and hotels globally this World Coffee Day (1st October) in a bid to help people harbour meaningful connections via poetry in an increasingly digital world.
Taking place in over 25 countries – from Austria to China and the United Arab Emirates – this year’s Meet With A Poem initiative is set to surpass the number of participating locations in previous years, with the brand hoping to build upon the tens of thousands of poems written by customers last year.
The Viennese coffee brand has already confirmed hundreds of cafes, restaurants and hotels across the world, who will be joining the campaign, including Forge & Co and Balans in the UK.
Every day across the globe, five million cups of Julius Meinl coffee help cultivate creative moments – and now Julius Meinl, the ambassador of Viennese coffeehouse culture, aims to bring customers together for World Coffee Day.
Encouraging people to take their friendship offline and meet in coffeehouses, the brand is offering consumers to claim a 2-for-1 coffee or tea – all in exchange for co-writing a poem that tells the story of how they met.
Julius Meinl’s global ambassador and platinum-selling singer-songwriter JP Cooper continue his partnership with the brand, supporting this year’s campaign, alongside his long-term friend, music producer Hannah V, who has previously worked with Rihanna and Jessie J.
The campaign is led by advertising agency McCANN Bucharest, with international PR strategy and content creation by DeVries Global and local market PR activation handled by DeVries Global UK.