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AUSTRALIA – The Coffee Club appoints Y&R and Carat

Minor DKL Food Group (Minor DKL), one of Australia’s largest retail food brand franchisors and owner of The Coffee Club, has appointed Y&R Group Brisbane as its new creative strategy partner and Carat for media strategy, planning, buying and public relations for The Coffee Club brand, after a review of agency arrangements.
Minor DKL Group Marketing Manager, Greg Bowell, said the Y&R Group would handle all above the line creative strategy and execution for the brand, while Carat would be responsible for media and communications, with Dentsu Aegis Network sister agency Haystac managing PR.
“We are delighted to partner with the Y&R Group and Carat to help accelerate The Coffee Club’s brand and identity across Australia and maximise how we communicate with our customers,” Mr Bowell said.
“The Coffee Club brand has undergone significant revitalisation in recent times, from store designs to menu offering and improved customer experiences. We felt now was the right time to embark on a new agency partnership and we are looking forward to some powerful campaigns with the Y&R Group and Carat to continue our growth in the future.”
Group MD at Y&R and National MD of Ideaworks, Phil McDonald, said his team was excited by the opportunity to work with The Coffee Club.
“This was one of those times when you could tell early on there was good chemistry between our two teams. It’s a very successful business with a great vision and it’s a pleasure to be working with them,” Mr McDonald said.
“Having a client who wants to build something powerful from brand experience, through to communication and activation is incredibly exciting for our team.”
Managing Director of Carat Brisbane, Gabriela Merrick, said “The Coffee Club is an iconic Brisbane brand, so this is an exciting win for Carat as we continue to focus on delivering best in class strategic thinking for clients in this market,” Ms Merrick said.
“We are confident that we can have a great impact on The Coffee Club brand as it continues to grow in Brisbane and across Australia.”
Y&R Group and Carat’s first national campaign for The Coffee Club will launch in late in October