Independent cafés band together for ‘cheeky’ ad campaign
A new marketing campaign created by Norwood-based agency Topbunk is encouraging Adelaideans to go local when searching for a coffee.
Topbunk’s billboard and bus shelter campaign was developed in response to the news that SA coffee chain CIBO is set to become Gloria Jeans as part of a multi-million-dollar deal.
Nearly 20 independent cafés are receiving the promotion for free from Topbunk, which is running the “cheeky” ads near the coffee spots and, in some cases, in proximity to CIBO locations.
The ads encourage Adelaideans to try the local cafés and eateries. For example, one bus shelter ad for Currie Street coffee spot Please Say Please reads: “There are 20+ CIBOs… But there’s only 1 Please Say Please”.
Another reads: “Gilbert Social isn’t changing to Gloria Jean’s”. The outdoor ads will stay up for a week, but Topbunk will also give the participating businesses some digital advertising content at no expense.
Photo: Topbunk
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Topbunk co-founder and director Alex Theel said independent cafés were doing it tough.
“As a marketing agency, we understand how powerful storytelling and connection are,” Theel said.
“This campaign is an opportunity to shine a spotlight on what independent cafés bring to our city.
“This campaign isn’t just about advertising – it’s about using our expertise to advocate for the businesses that make Adelaide unique, helping them grow and thrive amidst larger industry shifts.”
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Photo: Topbunk
As reported recently by InDaily and CityMag, hospitality operators are dealing with a smorgasbord of problems largely driven by the cost-of-living crisis and inflation. Other issues include changing consumer habits, a chef shortage and the impact of payroll taxes.
Topbunk co-founder and managing director Reuben Gore said the firm wanted to use “our skillsets as a tool for good and to give back to independents through this campaign”.
“Many of these small businesses often don’t have the ability to market themselves through this type of public advertising, so we’ve really enjoyed giving them the opportunity to do so,” Gore said.
“Independent cafés have a heap of personality and can offer many things that the chains don’t whether that be unique and comfortable fit-outs, tenacious customer service, varied food and drink options, or high-quality food products; the list goes on.
“In a cost-of-living crisis where two major supermarket chains are holding Australians on a leash, it would be nice if we could at least keep our café sector diversified.”
Photo: Topbunk
Spellmans’ Social co-founder Ryan Spellman, whose business is represented in the Topbunk campaign, said the no-cost assistance from the advertising agency was “more than local or federal governments have offered us when we have been crying out for help”.
“The last four years have been pretty turbulent at times for independent businesses, especially in the café area,” Spellman told InDaily.
“It’s good to see that you’re not alone, and independent cafés and businesses we all talk to each other and help each other out, but getting this broad advertising out there sheds a bit of light on us.
“If it continues the way it’s going there’ll be no such thing as independent cafés because at the moment everyone’s dying a slow death.”
