October 01, 2014 // Franchising.com // 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.
Since opening its doors in Brisbane in 1989, The Coffee Club has become Australia's largest home-grown café group with more than 360 cafés throughout 9 countries. Our mission and philosophy is simple, at The Coffee Club we want to provide: Good Food, Great Service and Excellent Coffee; A welcoming relaxed meeting place enriching contemporary lifestyles; and, The answer to "Where will I meet you?" The Coffee Club is well-known for its famous all day breakfast and serves as a relaxed meeting place for our 30 million annual customers.
The Coffee Club is owned by Minor DKL Food Group; a leading Australian retail food brand franchisor. Minor DKL Food Group is the franchisor and intellectual property owner of The Coffee Club, Ribs & Rumps Restaurants, The Groove Train and Coffee Hit franchise systems with a combined 410 restaurants in 11 countries. Minor DKL Food Group is also the owner of Veneziano Coffee Roasters, a leading speciality coffee roasting house supplying wholesale and retail customers throughout Australia from roasting facilities in Melbourne and Brisbane.
Y&R Group Australia was recognized in the Top 10 Most innovative Companies in Australia by BRW Magazine in 2013. The Group has over 600 staff across Australia and New Zealand and is part of the global Y&R network. Y&R Group companies include; GPY&R (mainstream brand & digital advertising), Ideaworks (activation, retail and shopper marketing) and Blaze Advertising (recruitment branding and property marketing)
Carat is the #1 Global Media Network, according to RECMA, and a market leader in digital and diversified media solutions. Our vision is to redefine media and create better client business value through our command of media convergence. Established in 1968 as the world's first media agency, we are part of the Dentsu Aegis Network, the first truly global communications network for the digital age. The Carat network has more than 5,000 people in 70 countries worldwide, with around 400 based in Australia. Today, advances in digital technology and changing consumer behaviour have created an era of unprecedented complexity and opportunity for clients. Media is now an ecosystem that includes bought, owned and earned communications. In this new era, Carat is leading and shaping the industry once again, using media in new ways to deliver business value to clients. www.carat.com.au
SOURCE The Coffee Club
Group PR and Communications Manager
Minor DKL Food Group
P 0400 307 465