Havas PLAY to lead MOCCONA social strategy

Its remit includes social strategy, influencer and creator campaigns, and always-on community management aimed at increasing cultural relevance and engagement among Australian consumers

Havas PLAY has been appointed by Jacobs Douwe Egberts Australia to lead social strategy, influencer campaigns and community management for MOCCONA, expanding the agency’s relationship with the coffee brand.

Havas PLAY, which expanded into the ANZ region in November, will work across MOCCONA’s core portfolio and product development campaigns throughout 2026. Its remit includes social strategy, influencer and creator campaigns, and always-on community management aimed at increasing cultural relevance and engagement among Australian consumers.

Havas PLAY takes on MOCCONA social strategy

Beatrix Fisher, Head of Social Media, Havas PLAY: “While Australia’s café culture can get the spotlight, there’s an equally important coffee ritual happening at home. The quiet morning moment before the house wakes up, the afternoon reset at a desk, the catch-up over a coffee with a neighbour. MOCCONA has been part of these everyday rituals for generations.

“Through community management and influencer partnerships, we look forward to helping MOCCONA show up in culture, fostering deeper engagement with both existing and new audiences.”

Maeva Durand, Senior Brand Manager, MOCCONA, : “Great brands are built through consistency, relevance and a deep understanding of culture. Havas PLAY has been instrumental in helping MOCCONA strengthen all three.

“By bringing together social, creators and community through a connected approach, they are helping us unlock new possibilities for the brand, drive stronger consumer engagement and create a more meaningful role for MOCCONA in Australians’ everyday lives.”

MOCCONA campaigns target Australian consumers

Havas PLAY has already delivered two campaigns for MOCCONA since the partnership began, including Cinnamon Scroll. The campaign used local voices to encourage trial of the MOCCONA Mixes flavour.

According to the agency, the campaigns have exceeded performance benchmarks, as Havas PLAY continues to develop social, creator and community activity for the brand in Australia.

www.moccona.com.au

www.havas.com

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