How do you make a brand part of a daily ritual? belVita Breakfast Biscuits partnered with VML to seamlessly integrate into coffee culture with the clever "Coffee Calls for belVita" campaign. By turning the barista's name-yelling moment into a brand-building opportunity, belVita made its mark on the coffee shop counter—and in the minds of coffee lovers everywhere.
Coffee Calls for belVita
Transforming coffee culture into a dynamic brand experience
Client
- Mondelēz International
Office
- United States
VML and belVita Breakfast Biscuits put an innovative spin on the coffee shop experience.
Coffee Calls for belVita is truly a unique campaign. It's rooted in coffee culture and naturally brings together a delicious pairing – coffee and belVita Breakfast Biscuits. We couldn't be prouder to bring this campaign to consumers in partnership with VML. The work is insightful, playful and wired to deliver buzz and ultimately conversion.
Tina Franks
Associate Manager, Omni Activation at Mondelēz
belVita Breakfast Biscuits sought to strengthen its association with morning coffee routines and increase brand visibility and sales. The challenge was to create a campaign that would embed belVita into the daily habits of coffee drinkers while driving meaningful engagement and measurable results.
The campaign drew inspiration from the universal coffee shop experience where baristas call out customers' names. By tapping into this cultural moment, belVita aimed to create a playful yet impactful connection between its brand and coffee culture.
The "Coffee Calls for belVita" campaign transformed the simple act of ordering coffee into a brand experience. Customers were encouraged to use "belVita" as their name when ordering coffee. Each time a barista called out "belVita," the brand gained visibility and became synonymous with the coffee shop experience. Participants could snap a photo of their custom "belVita" coffee cup, upload it to the campaign website, and receive a "Buy One Get One Free" coupon for belVita Breakfast Biscuits, redeemable at participating ShopRite stores.
Playing off iconic coffee culture where names are so often mispronounced is a fun way to bring attention to this classic pair.
Manuel Bordé
Global CCO, Commerce at VML
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