Julius Meinl is set to launch its annual Meet With A Poem campaign in cafés, restaurants and hotels globally on World Coffee Day, 1 October.

 “We are proud to once again demonstrate the positive power of poetry through these creative initiatives,” Julius Meinl CEO Marcel Löffler says.

“To have our café, restaurant and hotel partners throughout the world join us is fantastic, with the shared aim of providing coffee and tea drinkers a space in which they can reconnect with friends, share a moment and draw inspiration, with coffee serving as creative fuel.”

As part of the campaign, Julius Meinl will offer customers two-for-the-price-of-one coffee or tea in exchange for co-writing a poem that tells the story of how they met.

Taking place in more than 25 countries – from Australia to China and the United Arab Emirates – this year’s Meet With A Poem initiative is expected to surpass the number of participating locations in previous years.

The campaign follows Julius Meinl’s successful Pay With A Poem promotion earlier this year. On March 21, participating cafés allowed customers to pay for their coffee by writing and submitting an original poem.

Pay With A Poem survey figures revealed more than 50 per cent of consumers had an even better opinion of the location after participating in the event.

Julius Meinlhas developed an interactive map featuring all participating locations to enhance consumer impact.

A global integrated marketing initiative including dedicated digital, social, PR and experiential efforts will support cafés participating in the campaign.

Registered partners will receive display materials including flyers, door stickers and posters.

To find out how to take part, follow the social conversations using #MeetWithAPoem and #PoetryForChange.