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DHUWA Coffee

DHUWA came to us with a massive opportunity in their hands. Woolworths were looking to increase the number of Indigenous-owned businesses represented on their shelves, so had asked DHUWA if they’d like to supply 90 stores as a trial. DHUWA could handle the supply, but they needed an advertising campaign that would help drive sales. 


"Rise and Yalnun"

Our “Rise and Yalnun” campaign - normalising the use of Indigenous language in mainstream advertising - had amazing success. It not only reached more than a million people and drove more than 50,000 of them to their website, it also contributed to category-leading sales results that have caused Woolworths to move beyond trial phase with DHUWA to stock the brand in over 960 stores around Australia. 


For tens of thousands of years...

...the Yugambeh people from Southeast Queensland and the Northern Rivers have referred to sunshine as yalnun, Mibunn is the name for the Wedge-tailed Eagle in Yugambeh language and Up in Yolngu country, around north-eastern Arnhem Land in the Northern Territory, Bingayun is the word for "wake up" and has been since before the pyramids were built.

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