Thursday 05 October 2023

Pay With A Poem initiative returns in creative partnership with Tom Odell

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VIENNA, Austria – Julius Meinl, the Vienna-based coffee roaster and global ambassador for Viennese coffeehouse culture, is set to brew creativity across the world with its sixth annual Pay With A Poem initiative. Taking place on World Poetry Day (March 21st), restaurants and cafes in the UK have already confirmed participation in this year’s campaign, which will be supported by platinum selling singer-songwriter Tom Odell, famed for global hit songs including ‘Another Love’ and ‘Heal’.

The partnership is a celebration of two art forms; music and poetry, a relationship that as a passionate lyricist, Tom Odell knows intimately. The creative collaboration aims to make poetry more accessible through the medium of music and encourages people to take a moment to connect with themselves to find their own inspiration.

The yearlong partnership with Tom Odell forms part of Julius Meinl’s integrated marketing strategy for 2019, spanning the ‘Pay With A Poem’ and ‘Meet With A Poem’ initiatives for the first time, with the introduction of the brand’s first online video series.

As Julius Meinl’s global ambassador in 2019, Tom Odell will be promoting the initiative on his social media channels and participating in global media interviews to raise awareness. Tom Odell will also guest-star in the video series, ‘Chasing Poems’, which will explore finding poetic inspiration in the digital age.

The brand, with more than 155 years of coffee expertise, will roll out the campaign in over 40 countries worldwide this year. In 2018, the highly anticipated event saw over 1,000 locations across Julius Meinl’s key markets participate. The one of a kind poetry initiative retains its relevancy and popularity by tapping into the digital detox trend, which sees consumers seeking meaningful moments and time out from the online world.

Following last year’s event, 80% of participating locations serving Julius Meinl confirmed positive effects on their business following World Poetry Day. Having seen the benefits of participating in Pay With A Poem in 2018, Beaufort House managerRoy Jettoo comments: “The initiative is a great way to build a loyal customer base and offer visitors a unique experience, where coffee meets poetic inspiration. We are excited to be taking part again in 2019 as campaign awareness continues to grow year on year.”

Julius Meinl’s CEO, Marcel Löffler, comments: “The Pay With A Poem campaign has grown remarkably over the past couple of years. A 2018 customer survey confirmed that more than half of consumers had an even better opinion of the café or restaurant after participating in the event, and we hope to continue these impressive results.”

Carina Needham, Julius Meinl’s Global Marketing Director adds: “We are incredibly excited to be working with Tom Odell as we strive to make this year’s Pay With A Poem campaign the biggest yet! Participating café, restaurant and hotel customers can expect to see greater awareness of the campaign this year thanks to the marketing and PR activity taking place across all key markets, with the ambassador participating in global media interviews.”

Participating customers will be supported by the global integrated marketing campaign, which includes dedicated digital and social media efforts, alongside PR and experiential activity in key markets including Russia, Croatia, Austria, Romania and Italy. Registered partners will also receive a dedicated toolkit including flyers, posters, and door stickers to promote the campaign at the point of sale.

Campaign ambassador, Tom Odell will appear in the campaign content created by advertising agency, McCANN Bucharest. The international PR strategy and local market PR activation will be handled by communications agency, DeVries Global.

To find out more about Pay With A Poem, and how you can be involved visit and Follow the social conversation using #PayWithAPoem #PoetryForChange.

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