Hunt and Brew launches first international campaign via MITP Agency
Ready-to-drink (RTD) coffee brand Hunt and Brew has launched its first ever international campaign via Perth-based agency partner MITP Agency.
The campaign, ‘Infinite Hunting’, is one of the brand’s most visually distinctive to date, launching across Australia, the UK, Singapore, and Malaysia.
Despite the large scale audience, according to MITP’s managing director Alex Paioff, there’s something for everyone.
“We’re aware of all these different audience personas, so the idea was to try and create a scene for each one,” he told Mumbrella. “Then we could move through them in the main brand video, but these could also be split off into individual videos that resonate with each of those audience pillars.”
He said the agency wanted the spot to mimic the movement of predatory animals that are ‘Always Hunting’, taking inspiration from the brand’s tagline and the animals featured on the packaging. But they needed to relate this to a human experience.
“You’re always looking for quality, you’re always looking for the best experiences. And the infinite zoom technique was a way to bring that to life,” he said. “It’s coffee right, you need energy, it needs to perk you up a little bit, so the pace was also a consideration.”
Hunt and Brew, which is part of the Brownes Dairy group, launched in the UK via a partnership with Tesco mid-2024. It is the fourth market the RTD brand has launched in, having previously entered both Singapore and Malaysia the year before. It first launched locally in 2017.
This campaign is the first for these markets, which Paioff said was a privilege to create.
“Being from Perth, being as isolated as we are, there is a lot of great creative talent and thinking over here … It’s very rare for a Perth brand to go national, let alone international. This has been a great opportunity and it’s really exciting,” he told Mumbrella.
The agency has worked with Brownes Dairy for three years, including when it shifted to a digitally-focused brand aiming to exist outside of traditional advertising channels.
“Trust is a really important thing when you’re an agency working with a brand. It’s hard to get the bigger ideas off the ground without it. They’ve really let us push the boundaries over the past couple of years, and now, we’re going international.”
Paioff also told Mumbrella the partnership with MITP was the first time Hunt and Brew’s management was satisfied with how the brand was being delivered.
“The managing director, Natalie [Sarich-Dayton], had never been happy with it from when the brand launched, she didn’t think anyone was able to capture the essence. But when we presented a bunch of different directions, I’ll never forget this moment, she said ‘I expected to walk in and hate everything, but I loved everything and I want to do it all’,” Paioff said.
“And that was really the start. She felt this was the first time the brand had been visually represented in a way that made sense.”
In a media release on Tuesday, Hunt and Brew’s marketing lead, Andrew Douglas, praised the MITP team: “MITP have been delivering campaigns driving impactful results across our product portfolio, we knew partnering on this campaign would bring sharp creative thinking, strategic rigour, and digital smarts to connect the dots across not only across channels, but countries on opposite sides of the world.”
The hero film is supported by two dozen static ads, six OOH variants, and mobile-first content.
Credits:
Client – Hunt And Brew
Marketing Manager – Andrew Douglas
Senior Brand Manager – Jake Calabrese
Creative Consultant – Ed Dos Santos
Agency & Production – MITP Agency
Strategy Lead – Alex Paioff
Digital Lead – Jordan Lee
Account Manager – Kylie De Vos
Creative Director & Lead Designer – Patrick Ball
Copywriter & Senior Creative – Dave Gardiner
Producer – Courtney Dagasso
Director & Editor – Tay Kaka
Director of Photography (DOP) – Kaleb Woodward
Gaffer – Nick Valentini
Production Assistant & Content – Sara Ferrara
Colourist – Iro Color
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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