Published on: August 31, 2026
Havas PLAY has been appointed by Jacobs Douwe Egberts (JDE) Australia to manage social strategy, influencer marketing and community engagement for MOCCONA, strengthening the agency’s relationship with the coffee brand.
The partnership will cover MOCCONA’s core portfolio as well as campaigns supporting new product launches throughout 2026. The appointment comes after Havas PLAY expanded its operations into the ANZ region in November last year.
Under the mandate, Havas PLAY will combine social strategy, creator partnerships and community management to help MOCCONA build stronger connections with consumers and enhance its cultural relevance.
Beatrix Fisher, Head of Social Media, Havas PLAY, said MOCCONA has been a familiar part of Australians’ coffee routines for generations.
“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.
“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.”
Maeva Durand, Senior Brand Manager, MOCCONA, said Havas PLAY has contributed to strengthening the brand’s consistency, relevance and connection with culture.
“Great brands are built through consistency, relevance and a deep understanding of culture. Havas PLAY has been instrumental in helping MOCCONA strengthen all three,” 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.”
Since the partnership began, Havas PLAY has delivered two campaigns for MOCCONA. One of the campaigns, Cinnamon Scroll, leveraged local creators and voices to encourage consumers to try the new MOCCONA Mixes flavour.
According to Havas PLAY, the campaigns have delivered results above established performance benchmarks, highlighting the early momentum from the agency-brand partnership.
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