Winning the hearts of cafés with the ultimate refresh.

New Zealand has a vibrant café scene ranging from franchises to artisanal independents to small town local spots. They’re all different and their needs differ operation to operation. We knew that connecting with every café authentically would be a challenge. So we turned it into a creative opportunity by activating Ready, Set, Refresh, a B2B activation that put the choice in the hands of the café customer.

Ready, Set, Refresh was an inspiration-led cafe activation that celebrated real café customers combined with a promotional hook to win a refresh to suit their specific business need, such as new kitchen equipment, interior refresh or a complete rebrand.

We used real café food photography superimposed with illustrative elements to give AFP’s social channel character and charm while creating thumb-stopping moments for the café customers searching for inspiration.

Authenticity felt key to earning brand credibility, so AFP’s own Rob Hulse, was strategically placed as the face of the content, highlighting the importance of partnership while getting a deeper understanding of the current state of cafés.

Building brand loyalty and love with café customers was critical for business success. We achieved this for Anchor Food Professionals with:

• Over 5.7k campaign site visits

• Over 44k social reel ThruPlays

• Just under 1 million impressions

• 3 ecstatic winners.

As part of the refresh prize, Hula delivered a fresh brand identity for Two Fat Chefs, a family-run café nestled in the sunny Kapiti Coast, giving a local café a professional rebrand they deserved.