Premium communication for a coffee brand in HoReCa that builds expert authority and a community of professionals
End-to-end social media for Julius Meinl on Facebook, Instagram, and LinkedIn — views on Facebook grew 1,380% and reach on Instagram nearly tenfold (+998%).
Our client
Julius Meinl is a brand with more than 160 years of tradition, inspiring coffee and tea lovers around the world since 1862. Its carefully selected beans come from the finest growing regions, and the roasting process is run with exceptional attention to every detail — which is why every cup of Julius Meinl is not just taste and aroma, but the essence of the Viennese way of life.
The brand builds a global community that connects people — from the growers in coffee-producing regions to the baristas in cafés, restaurants, and hotels. Julius Meinl Coffee Group now operates in over 70 countries, employs more than 1,000 experts, and serves over 5 million cups of coffee every day. Julius Meinl #1 is the world's best coffee and tea brand in the hotel and restaurant industry.
The challenge
Social Lama's brief was to strengthen Julius Meinl's position as the leader of the premium segment in HoReCa — the first-choice brand for hotels, restaurants, and cafés that want not just coffee but a complete brand experience, built consistently across Facebook, Instagram, and LinkedIn.
- Building authority in the world of coffee — positioning Julius Meinl as an expert and an educator in the premium coffee category through educational content, training, and certification.
- Building engagement — creating an emotional bond with the brand through content that inspires, not just informs.
- Strengthening relationships with partners — growing a loyal community of professionals around the brand, proud to work with it.
Results
Our approach
Training series for the client's team
We ran a series of training sessions for the Marketing Manager and the Brand Ambassador of Julius Meinl Poland, covering a complete introduction to social media work — from the basics of social media, through building graphics in Canva and video for social, to the Meta analytics dashboard and a social media strategy for the ambassador.
We wrapped every session in consistent visual materials that follow the brand's identity, so the knowledge we handed the client was designed as carefully as the communication we run for them.
Coffee knowledge and expertise
We publish educational coffee content on a regular basis — facts and myths, how to pull the perfect espresso, and the most common latte art mistakes — as reels with the Julius Meinl Ambassador and global posts about coffee.
The point of this content is to build Julius Meinl's image as an expert in the HoReCa industry — a brand that doesn't just sell coffee, but teaches people how to make it best.
Events and company life
We cover the most important events Julius Meinl takes part in — from industry and business gatherings like the conference in Davos or Forum PROFIT HOTEL, to company events including holiday get-togethers — as reels, stories coverage, teasers, and photo albums.
Event communication extends the reach of those events, builds relationships with audiences, and underlines the brand's active presence in the HoReCa industry.
Coffee and lifestyle
In light, lifestyle content we show coffee as an excuse to meet up, an important part of the HoReCa industry, and a product that brings people together — as short reels and posts tied to occasions like Valentine's Day.
This kind of communication builds closeness and a "human" image for the brand, moving away from a purely product-driven message.
Sustainability and plantations
Julius Meinl coffee is made possible by the dedication of growers who tend their crops with passion and experience — on the brand's profiles we communicate fair trade work, respect for nature, and sustainability through albums and static posts about the plantations.
Sustainability content builds environmental awareness and highlights the brand's real work for the environment and for the HoReCa industry.
