Havas PLAY has been appointed by Jacobs Douwe Egberts (JDE) Australia to lead social strategy, influencer campaigns and community management for MOCCONA, marking an expansion of the agency’s relationship with one of Australia’s most recognised coffee brands.
The partnership sees Havas PLAY, which expanded to the ANZ region last November, work across the MOCCONA core portfolio and new product development campaigns throughout 2026.
The agency’s remit will span social strategy, influencer and creator campaigns, and always-on community management designed to strengthen cultural relevance and deepen engagement with Australian consumers for MOCCONA.
Beatrix Fisher, Head of Social Media at Havas PLAY, said, “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.”
Senior Brand Manager at MOCCONA, Maeva Durand, added, “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.”
Since commencing the partnership, Havas PLAY has already delivered two campaigns for the brand, including Cinnamon Scroll, which tapped into local voices to inspire trial of the new MOCCONA Mixes flavour. Results have exceeded performance benchmarks.
