Frank & Honest - Sustainability

THINKHOUSE has rolled out a new 'Sustainability' campaign for the coffee brand Frank and Honest, which is owned by Musgrave Group. This new campaign is delivered in partnership with Starcom and the new TVC is live across Sky TV and digital video and audio.

Two years ago, Frank and Honest launched its new tagline: ‘You Can’t Fake Great Tasting Coffee’ and worked to communicate the brand’s sustainable credentials in a way that is true to the brand’s personality. Now, at just five years old, Frank and Honest is the biggest takeaway coffee brand in Ireland. The campaign promotes the brand’s commitment to sustainability in the tongue-in-cheek humour that Frank and Honest has become famous for. The playful ad also highlights the fact that Frank and Honest is an accredited Guaranteed Irish brand which supports local jobs and communities in Ireland.

According to Rosemary Walsh, marketing manager, Frank and Honest, Musgrave: “We’re not here to just be another coffee brand, we’re here to deliver the best-tasting coffee in a way that is light on the planet. Sometimes, that means we’ve to go out and find new ways to do things and I think that our approach to advertising is just one other way we’re doing that. Working with our partners in THINKHOUSE, we delivered a low-carbon campaign that I believe has high-entertainment value, whilst telling the story of what matters to us – honesty, sustainability and community.”

This is the second ad in a series from Frank and Honest, outlining its sustainability credentials. In 2019, Frank and Honest wanted to be honest about its commitments to sustainability: how it sources its coffee from Rainforest Alliance Certified Farms that benefit forests, communities and wildlife.

Initially, the brand team discussed sending a film crew to South America to create an ad campaign that highlighted these efforts, but to be frank and honest, that it wouldn't be a very sustainable way to talk about sustainability.

Instead, Frank and Honest took the decision to fake the footage, shooting in garden centres and paddling pools instead of flying to South America, highlighting its sustainability message with a sustainably shot ad campaign and a few lol moments along the way.

The message is clear. You can fake footage of South America, but you can't fake genuine commitment to sustainability and you can't fake great-tasting coffee.