Julius Meinl, the Vienna-based coffee roaster and ambassador of coffeehouse culture, will celebrate this year’s World Poetry Day with its fourth annual ‘Pay With A Poem’ initiative.
Popular establishments such as St James’ Theatre, Beaufort House Members Club, Manna Dew and The Pearson Room are confirmed to join the popular campaign.
In participating partner locations worldwide, coffee will be the source of inspiration, with consumers encouraged to pay for their hot beverage with a handwritten poem. With almost 100,000 people putting pen to paper during last year’s campaign, this year the brand hopes to surpass this number as it gears up for its biggest mission yet.
The Viennese brand known for five generations of coffee expertise and premium-quality products is set to awaken inner poets across the globe. Already 34 countries are on board with Netherlands and Singapore set to take part for the first time.
One of the hundreds of locations that supported last year’s Pay With A Poem initiative is Manna Dew, located in London. The bustling café’s Director and Owner, Mohamed AbouGhazala, said:
Partnering with Julius Meinl to unite and inspire coffee drinkers for a day has given us the opportunity to be part of a successful global event. This year we’re expecting to draw our biggest numbers of participants yet – our baristas are at the ready!
Speaking ahead of the launch, Julius Meinl’s CEO, Marcel Löffler added:
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. What better place to do this than in our partner locations across the globe!
Participating locations will be supported by a global integrated marketing campaign including dedicated digital, social, PR and experiential efforts. To drive maximum consumer impact the brand has also developed an app featuring all participating locations. Registered partners will also receive flyers, door stickers and posters to announce the campaign.
Follow the social conversation using #PayWithAPoem and #PoetryForChange