Case Study
Axil Coffee
Axil Coffee
Melbourne born and bred, and Australia’s most awarded coffee, Axil is one of the leading roasters not only in the country but the world.
100
Media Hits
100M+
PR Reach
84
Pieces of Social Content
100
Media Hits
100M+
PR Reach
84
Pieces of Social Content
Our approach
Theory Crew partnered with Axil Coffee to amplify their outstanding commitment to quality, sustainability and award winning products. Constantly innovating and pushing the boundaries of a traditional cup of coffee, we helped spread the gospel of Axil to a wider audience at a crucial time of expansion.
Results
Theory Crew played a key role in sharing news of Axil’s own Head of Innovation Jack Simpson becoming the World Barista Champion in 2025. We ensured our press office campaign was suitably prepared in the event of a victory and, as a result we successfully coordinated a live cross with Jack in Italy immediately following his success. In addition, we’ve been further supporting Axil with tier one media placements for business developments and social media amplification of new venues and product announcements.
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