7-Eleven launches in-house agency with self-aware coffee push

7-Eleven Australia has launched a new in-house agency, The Corner Shop, as the convenience retailer looks to bring creative closer to the business and sharpen how the brand shows up across campaigns, content and customer communications.

The agency’s first major work is a new platform for 7-Eleven’s coffee range, Expect Nothing. Get Everything., which takes aim at outdated perceptions of the brand’s coffee.

The campaign is straight-talking and self-aware, positioning 7-Eleven coffee as better than people might expect across taste, quality, choice, value and convenience.

The Corner Shop is led by Hugh Miller, formerly global director of brand, creative and content at Movember, where he built the organisation’s in-house creative studio.

Miller is joined by creative lead Hana Okada, formerly of Kraft Heinz; design lead Stefan Elias, previously at SEEK and DDB; and operations lead Tom Walters, formerly of Movember and Keep Left.

Adam Jacka, general manager of marketing at 7-Eleven Australia, said the move was designed to strengthen in-house creative capability while complementing the brand’s existing agency partnerships, including Clemenger BBDO.

“Building stronger in-house creative capability was a deliberate decision, and additive to the strength of our existing partnerships with Clemenger BBDO,” Jacka said.

“For the different tiers of work, we are seeing enormous benefits of creative and strategy working as one with our marketing team, with the speed and accountability that comes from being inside the business.”

Jacka said The Corner Shop reflects that thinking, while Expect Nothing. Get Everything. shows how the model can work in practice.

“It’s a campaign that's honest, unexpected and genuinely reflective of what our coffee delivers, and part of the broader story demonstrating to Australians that 7-Eleven offers more than they imagined,” he said.

The campaign will run across in-store point-of-sale, out-of-home, radio, social and digital video, with media strategy led by PHD.

Key out-of-home placements include Melbourne’s Bolte Bridge, Parramatta Road in Sydney and Parramatta street poster domination. The campaign will also appear across podcasts including 7am and The Imperfects.

Miller said the launch marks the arrival of a capability that had already been taking shape inside the business.

“The Corner Shop is built on the belief that boring is bad for business,” Miller said.

“Expect Nothing. Get Everything shows what’s possible when marketing and creative are working as one – close to the business, clear on the problem and ambitious about the work.

“We’re proud to have this as our first major campaign, and it sets the tone for what’s to come.”