Coffee is one of those rare products that seamlessly integrates into our daily lives. Its presence is so widespread that it is hard to imagine a day without it – it’s ubiquitous.

When working on this project, we had to ask ourselves, "Why does coffee hold such a special place in our hearts?" Much of it lies in the rituals we associate with it. The great Jerry Seinfeld is famously obsessed with coffee, and his day-to-day brew comes from a Moka pot. He explains that the process is time-consuming, and that’s precisely why he loves it. His famous quote, “The secret to life is to waste time in ways that you like,” is tied to his love for the ritual.

We all have rituals throughout our lives, and for many of us, they are centred around coffee. For some, it's the first thing they reach for in the morning. For others, it’s the meticulous steps to brewing the perfect cup, or that feel-good moment when your barista knows your order. People form deep, personal relationships with their coffee. It's a part of their identity, a small yet significant element of their day. This connection makes coffee a perfect product – it’s prevalent in society and ingrained in our routines, making it resonate deeply with individuals.

Creating this campaign for Mikro Coffee Roasters meant delving into these elements and exploring how people interact with their coffee. We sat down with Valeri and his team to discuss the rituals their customers engage in. We quickly found out that their coffee is enjoyed in various settings – at the kiosk for a quick coffee on the go, as a takeaway cup enjoyed across the road at the beach, or at home making a perfect cup in the kitchen.

To create an impactful campaign for Mikro Coffee Roasters, we delved deep into their brand essence. Mikro Coffee Roasters is local and sustainable, capturing the hearts of their coastal community in Torquay. With the majority of their sales stemming from subscriptions, they have a captured market that deeply trusts and loves their product.

Our campaign needed to resonate with this market by reflecting its coastal, authentic and the joys of enjoying coffee at home, at the café, or on the beach – all quintessential elements of life in Torquay and enjoying Mikro Coffee.