Owning an Instagram craze with Australia’s favourite fresh food chain

Despite being an established cafe chain brand in the Australian market, Jamaica Blue were struggling to find connection with target audiences. To combat this, the brand’s product team developed a limited-time new drink offering, designed to give Jamaica Blue ‘Instagramable’ status during the quieter winter months, and to engage with a younger Millennial audience.

Jamaica Blue Coffee Posters

Example were engaged to develop a campaign strategy and visual identity, as well as to provide public relations services to promote the Blue Latte.


Example devised the #IDoBlue campaign, positioning the Blue Latte as the perfect accessory for Millennial audiences to up their Insta content game. Playing on the insight that Millennials have a desire to showcase their self-expressionism beyond in-real-life and into digital channels, Example’s #IDoBlue campaign positioned the Blue Latte as the perfect drink to showcase different personalities, and the perfect match for other blue-themed obsessions.

To ensure maximum talkability, and to directly engage a Millennial audience, four top-tier Australian influencers were appointed to be the face of the campaign - photographer and surfer @jakeholly_, model @sarahsuuu, dancer @megonchristian and inspiring young mummy influencer @leilastead. Renowned photographer Mat Baker was engaged to shoot the campaign.

Example then designed and produced all in-store point-of-sale and digital campaign creative, and managed a public relations campaign which included a media launch announcement and extensive influencer reach-out. Following the successful roll-out in Australia, Jamaica Blue then extended the campaign to New Zealand, Malaysia and the United Arab Emirates.

Poster for Coffee
Screen Shot 2018-09-25 at 11.19.03 am

“Cold winter days are set to get a lot warmer with Jamaica Blue’s limited-edition winter warmer.”

Hunter & Bligh

Example acknowledges the traditional custodians of the land on which we work, and we recognise their continuing connection to land and culture.

Example House
69 Roslyn Street, Rushcutters Bay
Sydney, NSW 2011, Australia
+ 61 2 8322 4600

Example Studio
2 Scanlan Street, Fortitude Valley
Brisbane, QLD 4006, Australia
+61 7 2102 5904

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