Suntory Boss Coffee fuels celeb chef Andy Hearnden

What does it take to steadily progress from head chef to content creator with millions of followers across social media and also find the time to become an author? Having a boatload of coffee certainly helps, according to a new campaign for Suntory Boss Coffee. Created by Sydney-based It’s Friday and aimed at the Australian and New Zealand market, the film captures the caffeine-fuelled trajectory of Andy Hearnden, aka Andy Cooks. Scheduled to run across social, digital, and OOH, the campaign pitches Suntory Boss Coffee as a beverage of choice for ambitious people.

Besides endorsing the brand, Hearnden has apparently been a fan for years. Speaking about the campaign, he said, “Getting to partner with them was a no-brainer. The Iced Long Black has always been my favourite—it has that real coffee kick I need to keep up with everything I’m working on.”  

Morgan Loveridge, head of Oceania market execution at Suntory Boss Coffee, said, "We are excited to team up with someone who truly knows the power of ambition and the taste of success. Andy doesn’t just represent great food; he’s a testament to relentless drive and creativity—values at the heart of Suntory Boss Coffee.” 

It’s Friday chief creative officer and cofounder Vince Lagana said, “As someone who knows the importance of both taste and ambition, Andy’s goals and drive align perfectly with Suntory Boss Coffee’s ambition to help ambitious workers keep achieving.”

Campaign’s Take: While perhaps not the most groundbreaking or original approach to storytelling, the campaign does manage to quickly convey what makes its star endorser special. It will be interesting to see whether Suntory Boss Coffee leverages Hearnden’s massive social media clout and his stated fondness for the brand to weave it into coffee-based recipes. That would perhaps make for an integration that goes beyond celebrity endorsement.

Client: Suntory Boss Coffee
Creative Agency: It’s Friday
Production Company: Good Oil
Director: Adam Stevens
Executive Producer: Sam Long
Producer: Clare Shervington
Post Production: The Editors
Editor: Mark Burnett
Sound and Music: Squeak E. Clean
Photography: Juliet Taylor