MILAN – Julius Meinl is set to launch its fourth annual Meet With A Poem campaign in cafés, restaurants and hotels globally this World Coffee Day (1st October) to encourage people to put their phones aside and instead make meaningful connections by investing in their relationships over a cup of coffee or tea.
Taking place in over 20countries, this year’s Meet With A Poem initiative has partnered with platinum selling singer-songwriter, Tom Odell. Tom is encouraging consumers to be inspired and use coffee as creative fuel to express their feelings, explore relationships, and create a meaningful connection this World Coffee Day.
Following the success of the initiative over the past four years, the Viennese coffee brand has confirmed interest from hundreds of cafes, restaurants and hotels across the world. Repeat participation has already been confirmed with customers including Beaufort House in the UK, with tens of thousands of poems created since the campaign’s inception.
Beaufort House manager Roy Jettoo said: “We are excited to be participating in the Meet With A Poem initiative this year, following a successful first three years of the campaign. Year on year, we see an increased footfall and participation from our guests on event day, so it is great to see the event return with the benefit of the global ambassador, Tom Odell. Julius Meinl takes a unique approach to World Coffee Day with this campaign; positioning coffee as the creative fuel to help people form connections that are more meaningful is something that our guests respond well to.”
Julius Meinl has also partnered with founder of the Poetry Pharmacy, Deborah Alma for the campaign this year. The established poet provides her clients with creative prescriptions to help them in life and with their relationships. For the Meet with a Poem campaign, Deborah has developed a creative guide that will help people express their feelings, explore their relationship and create a meaningful creative connection this World Coffee Day. The asset will be available to all customers to encourage participation in the initiative this year.
Julius Meinl’s CEO, Marcel Löffler said: “With more than 155 years’ heritage and a passion for poetry, the family business is based on traditional values: five generations of coffee expertise, premium-quality products and excellent customer service.”
“We are encouraging the public to put their phone away this World Coffee Day, and join us in our café, restaurant and hotel partners throughout the world, so they can reconnect with friends, share a moment and draw inspiration, with coffee serving as creative fuel.”
The Vienna-based coffee roaster, historically known for igniting poetic inspiration in artists and writers and offering creatives a space to meet to discuss and share ideas, is offering consumers the chance to claim a free coffee or tea each – all in exchange for co-writing a poem that explores their relationship on World Coffee Day.
Participating HoReCa outlets will be supported by a global integrated marketing campaign including dedicated digital, social and PR efforts. Registered partners will receive display materials including flyers, door stickers and posters to announce the campaign.
The campaign is led by advertising agency McCANN Bucharest, with international PR strategy and content creation by DeVries Global. In conjunction with the campaign, Julius Meinl has also launched a YouTube series, Chasing Poems, placing coffeehouses at the centre of the story.
To find out how you can take part, visit meinlcoffee.com. Follow the social conversations using #MeetWithAPoem and #PoetryForChange.