BP's hot drinks brand in the UK Wild Bean Cafe, has launched a new creative programme, which is the biggest marketing investment ever for Wild Bean Cafe and aims to challenge long-held assumptions about forecourt food and beverage, reframing Wild Bean Cafe as “one of life’s pleasant surprises”.
The brand, which is found at BP fuel stations, said: “Wild Bean Cafe has been serving up freshly prepared coffee and high-quality food for decades, yet many drivers pass it by, unaware of what they’re missing. The new campaign embraces Wild Bean Cafe’s roots as a petrol station cafe while tackling negative perceptions around quality head-on.”
“Challenging these pre-conceptions is central to the creative which playfully captures the moment of reappraisal when people realise: this is much better than I thought.”
The brand explained, the out of home creative leans into humorous moments of realisation while acknowledging people’s scepticism – “Delicious milky lattes, from a fuel station. Holy cow.”, which is accompanied by truly tasty-looking product photography.
Similarly, the audio ad uses humour, making parallels between the unexpected nature of being asked to record a voice over “next to a mountain waterfall on horseback, strumming a harp” to the unexpected high-quality coffee at a fuel station cafe.
Rob Quartermain, brand and communications manager UK at BP said: “With this new campaign we want to be saying to people: take another look, we’re far better than you might think.
“We didn’t want to shy away from people’s preconceptions of us and this helped us be hyper-focussed on our goal, which is to jolt people into giving Wild Bean Cafe a second look. We wanted to take a provocative attitude, one that isn’t afraid to be authentic, witty and self-deprecating.”
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