Breville launches ‘Because great coffee matters’ campaign via Emotive

Breville has launched “Because great coffee matters”, a global category campaign from independent agency Emotive that focuses on the taste of coffee rather than convenience.

The brand says that in a category where convenience and ease are expected, the campaign makes the case for great-tasting coffee. It also targets a gap in confidence.

Breville says many people love great coffee but believe making it at home takes a barista’s skill, and the campaign aims to move them from hesitant to inspired.

The launch film, ‘Glorious Coffee’, has an original score composed by sound studio Rumble and performed live on set by a 25-piece ensemble from Sydney’s Metropolitan Orchestra.

The music builds with each step of making the coffee, from the grind and dose to the extraction and pour, ending in a crescendo.

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“We believe great coffee has the power to make everyday moments extraordinary,” said Noel Burchill, General Manager, Global Brand at Breville.

“For more than 90 years, Breville has combined engineering expertise with a focus on what matters most: great-tasting coffee. Our espresso machines are built on the same principles as professional machines. This campaign, ‘Because Great Coffee Matters’ brings this belief to the heart of our brand around the world.”

Gavin McLeod, Chief Creative Officer at Emotive, said: “There’s this tiny moment in the morning when everything else can disappear.

"The coffee smells right, sounds right, tastes right and, for a few minutes, life is pretty glorious. We wanted to make that feeling impossible to miss. So we gave it a 25-piece orchestra.”

Kyra Bartley of COUSIN, who directed the campaign, said: “Giving every tiny step of making a coffee its own live orchestral moment is gloriously over the top, which is exactly why I loved it.

"Shaping that with 25 incredible musicians, in a beautifully crafted set that felt like a little world of its own, made it a really special one to be part of.”

The campaign includes the hero film, consideration films, social carousels, behind-the-scenes content and always-on social. Production was by COUSIN, and the work will roll out across Breville | Sage global markets through 2026 and beyond.

CREDITS

Client: Breville | Sage
General Manager, Global Brand: Noel Burchill
Global Marketing Manager: Raymon So

Creative Agency: Emotive
CEO & Founder: Simon Joyce
CCO: Gavin McLeod
CSO: Sebastian Revell
Strategy Lead: Al Crawford
Senior Creative Director: Rupert Taylor
Associate Creative Director: Edward Macaulay
Strategy Director: Praveen Vaidyanathan
Business Director: Monika Vidovic
Senior Account Manager: Claire O’Sullivan
Head of Production: Hayley-Ritz Pelling
Senior Producer: Esme Fisher
Senior Designer: Chris Cooper
Senior Designer / Animator: Eunice Nie

Production: COUSIN
Director: Kyra Bartley
EP/ Owner: Nick Simkins
Producer : Kate Menzies
DOP: James L Brown
Production Designer: Michael Iacono

Post Production: Arc
EP Daniel Bradford-Fry, Winnie O'Neil
Producers: Sally Quade, Laura Noonan
Editors: Luke Haigh, Jack Charter
Grade: Ferg Rotherham
Online: Jesse Meha

Sound: Rumble Studios:
Producer: Michael Gie
Music Composer: Felix Bornholdt & Nick Polovineo
Sound Design: Tone Aston & Daniel William

BTS: Emotive Productions:
DP Jake Ward
Editors: Joseph Wong & Sam Gadsden
Online: Heather Galvan
Sound: Rumble

Orchestra: The Metropolitan Orchestra
Conductor Sarah-Grace Williams