Julius Meinl devises experiential push for World Poetry Day

Vienna-based coffee roaster Julius Meinl is celebrating this year's World Poetry Day with its fourth annual 'Pay With A Poem' initiative.

Julius Meinl: celebrating coffee and poetry
Julius Meinl: celebrating coffee and poetry

The brand has partnered with a number of locations to promote coffee as a source of inspiration, with consumers encouraged to pay for their hot beverage with a handwritten poem.

Participating locations in London, which so far include St James’ Theatre, Beaufort House Chelsea, Manna Dew, The Pearson Room , The Bulb and Ciao Italian Kitchen among others, will be supported by a global integrated marketing campaign including experiential, digital, social, and PR efforts. This year, World Poetry Day takes place on 21 March. 

Julius Meinl is working on the initiative with agency Devries Slam. Last year’s campaign saw 100,000 people putting pen to paper, with poems displayed on a poetry tree installation in London. This year the brand hopes to surpass this number as it says it is gearing up for its biggest mission yet.

Speaking ahead of the launch, Julius Meinl’s CEO, Marcel Löffler said: "Pay With A Poem continues to grow year-on-year and so too does our commitment to poetry. It’s motivating to see so many of our partners in cafés, restaurants and hotels getting involved and experiencing the positive benefits of this initiative." Julius Meinl has a heritage rooted in the Viennese coffeehouse culture. We are proud to be the inspiration for some of the most creative minds for over 150 years and to find new ways to ignite imaginations."

More: Behind the Brand: Julius Meinl

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