EVENT: Minor Figures Made Locally Campaign

Jun 25

Situation:

Minor Figures, the coffee company that makes products for coffee lovers everywhere, wanted to highlight one of their key propositions: “Made Locally”. The Minor Figures “Made Locally” campaign aimed to celebrate their iconic oat milk, being made from 100% Australian oats in the heart of Victoria.

Consumer insights show that being “Made in Australia" is one of the top three considerations for consumers when making a purchase. Minor Figures wanted to connect with consumers in a way that evoked feelings and sparked intrigue while still emphasising the "Made in Australia" message.

Strategy:

The “Made Locally” campaign was successfully launched with the help of MVMNT Agency by taking over Skydiver Records, a record store bar in Melbourne. The activation started in the morning with Skydiver Records giving away free oat coffees to anyone who purchased an oat milk coffee, creating hype and awareness for the evening event.

That evening, Minor Figures enthusiasts, coffee lovers, local talent, and Melbourne-based DJs gathered to celebrate all things oat. The signature drink served was the Oatini, a Minor Figures twist on the classic Espresso Martini using Grada - a coffee liquer locally sourced. Key media and talent attended the event, enjoying groovy tunes, free-flowing drinks, Minor Figures branded fries and woodfired pizzas. The event was hugely successful in bringing people together to celebrate Minor Figures' "Made Locally" message. This message was subtly conveyed through event styling such as sticker decals and posters.

One of the key elements of the night was that each DJ set was recorded, allowing the Minor Figures team to stream them through their MF radio station, which represents the music of the global specialty coffee community. Although the event was held in Melbourne, this allowed them to share the experience with their global followers and oat lovers.

Services Provided:

- PR launch strategy

- Pitch development

- Media Outreach

- Editorial Placement

- Event Management (Key Opinion Leaders and Media)

- Event Styling and Management

Results:

The “Made Locally” campaign was hugely successful in raising awareness of both the brand and its key messaging.

Photography and videography from the event perfectly captured the buzzing atmosphere. Attendees enjoyed good music, leaving lasting impressions, a strong brand presence and fun memories for everyone involved.

MVMNT Agency was able to secure the following coverage pieces for Minor Figures Free Oat Coffee offering: