Moccona brings social, creators and community under Havas PLAY

Moccona has appointed Havas PLAY to lead its social strategy, influencer campaigns and community management in Australia, bringing the three functions together as the coffee brand looks to strengthen its cultural relevance.

The appointment expands Havas PLAY’s existing relationship with Jacobs Douwe Egberts Australia and will cover Moccona’s core portfolio and new product development campaigns throughout 2026.

It also gives the agency an always-on community management remit alongside social and creator activity, rather than treating influencer work as a standalone campaign channel.

Havas PLAY head of social media Beatrix Fisher said the strategy would focus on the less visible coffee occasions happening in Australian homes rather than trying to compete directly with the country’s highly visible café culture.

“While Australia's café culture can get the spotlight, there's an equally important coffee ritual happening at home,” Fisher said.

“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.”

Rather than positioning creators simply as reach vehicles, Havas PLAY will use influencer partnerships alongside community management to build around the everyday behaviours and conversations already associated with the brand.

Moccona senior brand manager Maeva Durand said connecting those disciplines was central to the approach.

“Great brands are built through consistency, relevance and a deep understanding of culture,” Durand said.

“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.”

Havas PLAY has already delivered two campaigns since it started working with the brand, including activity for Moccona’s Cinnamon Scroll Mixes flavour using local creators to drive product trial.

Havas said the campaign exceeded performance benchmarks, although no figures were disclosed.

Havas PLAY expanded into Australia and New Zealand last November as Havas looked to build a broader proposition around creators, social, partnerships, sport, entertainment and community.