HAVAS PLAY EXPANDS MOCCONA PARTNERSHIP WITH SOCIAL, CREATOR AND COMMUNITY MANDATE

Havas PLAY has been appointed by Jacobs Douwe Egberts Australia to lead social strategy, influencer campaigns and community management for MOCCONA. The expanded remit strengthens cultural relevance and consumer engagement for the coffee brand, with campaigns already surpassing benchmarks and promising deeper connections with Australian audiences throughout 2026.

Havas PLAY has secured a significant new mandate with Jacobs Douwe Egberts (JDE) Australia, taking charge of social strategy, influencer campaigns and community management for MOCCONA, one of the country’s most recognised coffee brands. The appointment marks a deepening of the agency’s relationship with MOCCONA and signals a bold expansion of Havas PLAY’s footprint in the ANZ region, following its launch there last November.  

The remit will see Havas PLAY working across MOCCONA’s core portfolio as well as new product development campaigns throughout 2026. By integrating social strategy, creator-led initiatives and always-on community management, the agency aims to strengthen MOCCONA’s cultural relevance and deepen consumer engagement in a market where coffee is both a lifestyle and a ritual.  

Beatrix Fisher, Head of Social Media at Havas PLAY, highlighted the importance of recognising the everyday coffee moments that often unfold away from the café spotlight. “While Australia’s café culture can get the spotlight, there’s an equally important coffee ritual happening at home,” she 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. 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.”  

For MOCCONA, the partnership represents a strategic move to embed the brand more deeply into Australian life. Senior Brand Manager Maeva Durand emphasised the role of cultural understanding in building enduring brands. “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.”  

The collaboration has already yielded results. Since commencing the partnership, Havas PLAY has delivered two campaigns for MOCCONA, including the Cinnamon Scroll initiative, which tapped into local voices to inspire trial of the new MOCCONA Mixes flavour. The campaign exceeded performance benchmarks, underscoring the effectiveness of Havas PLAY’s culture-first approach and its ability to translate social and influencer strategies into tangible consumer impact.  

As Havas PLAY continues to expand its presence in the region, the MOCCONA partnership stands as a testament to the agency’s ambition to blend creativity, community and cultural resonance. For MOCCONA, it represents a renewed opportunity to connect with Australians not just as coffee drinkers, but as participants in a shared cultural ritual that the brand has quietly supported for generations.