CHANGE OF STRATEGY FOR JED’S

Jed’s Coffee, a subsidiary of BrewGroup (formerly known as Bell Tea & Coffee Company), has launched its first brand campaign on TV. Unlike previous product-based ads, the new campaign focuses on the brand’s numbering system, designed to make it easier for shoppers to choose their Jed’s Coffee based on strength and flavour profile.

The ads were conceptualised by Special Group, which won the full BrewGroup portfolio earlier this year, including brands like Gravity, Bell Tea and Hummingbird.