Caffé Aurora hires ‘Modern Family’ star Rico Rodriguez in latest campaign launching tonight

Caffé Aurora has enlisted the support of US comedy star Rico Rodriguez to increase the recognition of the coffee brand with a new campaign launching tonight.

Cantarella Bros. general manager of sales and marketing Rolando Schirato said in line with the brand’s growth and market trends, it was time to put a face to the Caffé Aurora brand.

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Says Schirato: “In the past ten years, our marketing spend has focused heavily on the strength and heritage of the brand. We have loyal customers and we have secured our position in the market by providing quality products and executing simple campaigns.

Rodriguez is famed for playing the character of Manny in the hit show Modern Family, in which he is well-known for his love of espresso coffee.

Says Schirato: “Rico has mass audience appeal, which we believe will resonate a broad cross section of the market.”

The campaign, created in-house, is spearheaded by four TVCs shot by RSA Films’ director Michael Spiller in Los Angeles.

Rolling out nationally across TV, print, digital, outdoor and in-store, the campaign will combine to drive consumers to a digital hub that will host all video content including the four-part TVC series.

The campaign will be supported in-store and via a national ‘Win a trip to Hollywood’ promoted on-pack and on all takeaway cups.

Says Schirato: “We are thrilled that Rico Rodriguez would throw his weight behind the Caffé Aurora brand. The connection between Rico and coffee is one that I think Australians and New Zealanders will really enjoy, just as much as we have putting it together.”