Coffee is tradition, culture, and a daily ritual. With Julius Meinl, we transformed this experience into digital storytelling that blends history and innovation, engaging both coffee lovers and industry professionals.
Since 1862, Julius Meinl has been synonymous with quality coffee and a roasting craft that crosses borders. With an established presence in Central Europe and Northern Italy, the brand needed to expand its narrative across the entire country, working on two fronts: strengthening recognition among coffee lovers and generating commercial leads in the HoReCa sector.
The challenge was to create a digital ecosystem where storytelling and advertising work together to fully open the brand to the B2C market, while maintaining a strong focus on B2B growth.
To achieve these objectives, we developed an integrated strategy combining emotional and local content, targeted advertising, and ongoing dialogue with top chefs and food influencers, turning coffee into a cross-cutting topic of conversation.
The editorial plan was designed to balance international and local content, highlighting the brand’s history and engaging the community with DIY challenges and local initiatives. At the same time, the advertising strategy was structured across the entire conversion funnel, guiding users from brand discovery to lead generation.
In just six months, the campaign delivered tangible results: over 15,000 content interactions confirmed the audience’s growing interest, while the Instagram fanbase gained more than 5,000 new followers, reflecting an increasingly active and engaged community.
But the real success was the impact on lead generation: the combination of storytelling and advertising created a steady flow of commercial inquiries from HoReCa stakeholders, helping Julius Meinl consolidate its position in the Italian market.