Hummingbird Coffee's "Little Things Matter" Campaign Delivers 1.48M Reach and 26% Sales Growth

Working with Fuman and Havas, Convergence contributed to an unconventional two-phase campaign that challenged Kiwis to discover whether "good" coffee really does taste better. The results demonstrated that authenticity and purpose-driven marketing resonate deeply with New Zealand consumers.

Mystery Brand Campaign Reaches 1.48 Million New Zealanders

The campaign's first phase was intentionally mysterious. Social media posts, billboards, street stickers and activations, advertorials, influencer engagement, and online ads drew widespread attention to an anonymous coffee brand with a simple message: "Little Things Matter."

Rather than leading with product features or price points, the teaser campaign invited New Zealanders to discover the many "little things" it takes to produce both high-quality coffee and make a positive difference to communities across the country.

The hero message sparked genuine reflection: "Does 'good' coffee taste better?"

Campaign messages highlighted genuine initiatives that demonstrated Hummingbird's decades-long commitment to social responsibility:

• A longstanding relationship with Trade Aid, supporting fair trade practices
• The Green Bean Fund, which has contributed to community regeneration in Christchurch following the earthquakes
• An ongoing partnership with the Student Volunteer Army supporting Auckland and Hawke's Bay recovery from flooding and Cyclone Gabrielle
• Charitable work dating back to 2011, with more than $10 million in fair trade organic premiums paid to tens of thousands of growers and their families in 10 countries since 2005

Brand Reveal Drives 867% Increase in Social Media Engagement

After building anticipation for several weeks, phase two revealed the mystery brand as Hummingbird Coffee and invited consumers to participate directly. Kiwis could enter a draw to win one of 100 coffee "share packs," with a total prize pool valued at $30,000.

"We were immediately drawn to this unconventional creative concept," says Mike Stribrny, Marketing Manager at Jacobs Douwe Egberts. "We loved that it was integrated, bold, maximised our budget and would achieve great cut-through. It's taken a huge amount of work by everyone involved and we're super excited by the results we're seeing. It has delivered far beyond our expectations."

Christchurch Sensory Nature Play Park: $60,000 Green Bean Fund Investment

While the "Little Things Matter" campaign highlighted how small choices create big impact, Hummingbird was simultaneously proving this commitment through substantial community investment. One year before the campaign launched, Hummingbird Coffee had provided more than $60,000 to environmental green space experts The Green Lab to create Te Kohanga Taiao Sensory Nature Play Park in Christchurch's redzone.

This project exemplified the campaign's core message: turning a deserted residential playground on Brooker Ave into a thriving nature haven designed with sustainability, accessibility, and biodiversity at its core.

Hummingbird's Green Bean Fund Supports Christchurch Communities

Now known as Hummingbird's Green Bean Fund, the company's charitable initiative donates $1 from every $100 of green coffee beans purchased to local communities within New Zealand. This fund has supported multiple Christchurch projects:

• $100,000 donation to the Court Theatre to help maintain the city's cultural life
• $10,000 contribution to establish the Mairehau Neighbourhood Garden in 2022
• $60,000+ investment in the Sensory Nature Play Park project

Founded in Christchurch more than 30 years ago, Hummingbird played a high-profile role in the Re:START container mall following the earthquakes, demonstrating a consistent commitment to their hometown's recovery and revitalization.

Sustainable Coffee Packaging to Park Design

The Sensory Nature Play Park embodies sustainable practices throughout its design. Beautifully nestled within restoration plantings thanks to the Avon-Ōtākaro Forest Park Trust, the park serves as an educational hub for all ages and abilities.

Hummingbird ensured the project had minimal environmental impact:

• Recycled hessian coffee bean sacks from Hummingbird protect new native plantings
• A communal coffee ground compost bin for nearby Hummingbird cafes reduces waste and supports plant growth
• Fencing and signage posts made from recycled soft plastics, acknowledging Hummingbird's commitment to the soft plastic recycling scheme

The park's design encourages children to discover nature through multiple senses: feeling different textures of leaves and wood, smelling native plant aromas, and listening to natural sounds like tapping wood and rustling leaves.

Integrated Campaign Results: 26% Online Sales Increase and National Media Coverage

The integrated campaign achieved remarkable success across both digital and traditional channels:

Digital Performance:

• 1.48 million Kiwis reached through integrated channels
• 26% increase in online sales during the campaign period
• 15% growth in social media following with an 867% increase in engagement
• 64% growth in Hummingbird's email database
• 59% increase in organic website traffic
• Engagement with key food influencers and Instagram endorsements from branding and coffee experts

Media Coverage:

Convergence secured comprehensive coverage for both the campaign and the Sensory Nature Play Park opening:

• Advertorial opportunities in Metropol and Life & Leisure magazines
• A highly-engaged video feature from Chris Lynch on Facebook (with Hummingbird Coffee product giveaway)
• National features in Family Times and Neat Places
• Earned coverage in The Press and The Star newspapers (online and print)
• Christchurch City Council blog post and social media features
• Full-page editorial in the widely-circulated Kiwi Gardener magazine

The campaign objective was achieved: driving reappraisal of Hummingbird Coffee and communicating that through the simple act of choosing Hummingbird, consumers can help create positive impact.

By connecting authentic storytelling with tangible community projects, Hummingbird demonstrated that when brand values align with real action, consumers respond enthusiastically. From fair trade premiums paid to growers overseas to revitalised green spaces in Christchurch's redzone, the campaign proved that sustainable coffee choices can make a measurable difference.

Interested in purpose-driven marketing campaigns? Convergence specialises in integrated PR and marketing strategies that drive both business results and community benefit.

The campaign objective – to drive reappraisal of Hummingbird Coffee and communicate that through the simple act of choosing Hummingbird consumers can help create a positive impact –was achieved.