Vittoria Coffee: Brewing Awareness Across New Zealand

Vittoria Coffee is a third-generation family-owned business and one of Australia’s favourite premium coffee brands since 1958. Founded in Sydney by Sicilian immigrant brothers Orazio and Carmelo Cantarella, they helped pioneer the great Australian coffee industry we know today.

This campaign was all about creativity and building brand awareness through content that pushed the envelope for instant coffee, and showcased the brand in fresh, unexpected ways.

The Objective

Vittoria set out to create hype and build brand awareness across New Zealand. They needed lifestyle content that showed the many places you can take Vittoria instant coffee and everything you can create with it – from specialty drinks to everyday classics. The team were looking for creativity and outside-the-box thinking, which is perfect for TRIBE creators.

The Solution

10 NZ creators partnered with Vittoria to create engaging content across TikTok and Instagram, each putting their own spin on instant coffee for their audience. Some used it to fuel their exercise and study, others whipped up specialty on-trend drinks, and, of course, some kept it classic with engaging twists.

The Results

Creativity was the standout, and exactly what the brand needed to grab attention in a new market.

@illicitbehaviour created a spooky drink that had us ready for Halloween, while racking up a 9.74% engagement rate. 

Olympian @nicolevdkaay inspired us all to kick-start our workout with Vittoria, and gained 4.5k impressions.

@the.vr.family showed how to whip to perfection, and gave us all the coffee envy plus a 5.6% engagement rate.

Why is creativity important for a brand like Vittoria?

1. It gives a familar product a fresh perspective

We’re all familiar with instant coffee. Creative content reframes it as an ingredient to experiment with, giving audiences a new reason to reach for the jar.

2. Every use case reaches a new audience

Ten different creators with ten different takes means ten different entry points. Gym-goers, students, trend-chasers – they each see Vittoria fitting into their own routine.

3. It brings a heritage brand to a new generation

With over 65 years of history, creative trend-led content shows how the brand evolves and allows for discovery.