Wildbean Cafe, in collaboration with Ogilvy, has launched a new brand awareness campaign, 'Drives you Cravey', across Australia and New Zealand. This marks the first-ever through-the-line brand activity for the cafe in Australia, while in New Zealand, the campaign aims to rekindle consumer familiarity with the brand.

The campaign was conceived and executed by teams across Ogilvy ANZ and will be visible across various platforms including TV, OOH, social, VOD, digital, and radio in both countries. In addition to traditional channels, the campaign will also feature non-traditional executions such as a Snapchat filter featuring a 'toastie head' and a real-life tanker transformed into a sausage roll.

Simultaneously, Wildbean Cafe has unveiled a new global brand identity, crafted by Designworks, a part of Ogilvy NZ. This rebranding also includes new store fit-outs developed by McCartney Design.

Kristal Knight, Ogilvy NZ ECD, said: 'Wildbean Cafe is known and loved by Kiwis, but less well known on the other side of the Tasman. We had to create a brand platform and campaign to launch the new look and feel that would appeal to both markets.'

Leigh Taylor, GM Asia Pacific Brand & Communications at BP, was upbeat about the campaign and its role in the company's growth strategy. 'At BP, our convenience business is an important part of our strategy and one of our key transition growth engines over the next decade. We’re excited to continue building on our strong Wildbean Cafe brand in New Zealand while we introduce Australia to the new cravey offering.'

Ogilvy Network ANZ Chief Creative Officer Toby Talbot said: 'We had a lot of fun creating the Drives You Cravey platform for both sides of the ditch. The remarkable talents of Alex Roberts at FINCH and the wonderful 'castrato' arrangements of Elliott Wheeler at Turning Studios will no doubt create a genuine Pavlovian response for Kiwi and Aussie drivers alike.'