Breville launches Because Great Coffee Matters with a 25-piece orchestra scoring every step of a morning coffee

Key Takeaways

• Breville launched Because Great Coffee Matters, a global category campaign created by independent agency Emotive, in October 2026.

• The launch film, Glorious Coffee, was directed by Kyra Bartley of production company COUSIN.

• A 25-piece ensemble from Sydney's Metropolitan Orchestra performed an original score by Rumble live on set.

• The campaign runs across Breville and Sage markets through a hero film, consideration films, social carousels, behind-the-scenes content and always-on social.

Most people make their morning coffee to the sound of a grinder, a hissing steam wand and possibly a radio, but Breville has decided the ritual deserves a full orchestral accompaniment, so it hired 25 musicians to play live on set while a coffee was made in front of them. The result is Glorious Coffee, the launch film for Because Great Coffee Matters, a new global category campaign that independent agency Emotive created for the appliance brand, which is known as Sage in Europe, the Middle East and Africa.

The idea behind the work is that coffee made properly can act as a small break in a busy day, and the campaign is aimed at people who love good coffee but assume that making it at home requires the skill of a trained barista. Breville wants to move that audience from feeling hesitant to feeling inspired, and it has chosen to make its case through taste and ceremony, which is a noticeable change of emphasis in an appliance category where convenience and ease are usually the headline promises.

Glorious Coffee sets grinding, dosing, extraction and pouring to a live score by Rumble and The Metropolitan Orchestra

https://www.youtube.com/watch?v=L5lav1UvXUs

The film treats each stage of making an espresso as a musical cue, with the score building as the grinding, dosing, extraction and pouring move along until the whole performance ends in a crescendo. Sound studio Rumble composed the original music, with Felix Bornholdt and Nick Polovineo credited as composers, while the performance came from a 25-piece ensemble from The Metropolitan Orchestra in Sydney, conducted by Sarah-Grace Williams, which performed the score live on set as the coffee was being made.

Kyra Bartley of production company COUSIN directed the film, with post production by Arc, and she has been candid about the scale of the idea, saying "Giving every tiny step of making a coffee its own live orchestral moment is gloriously over the top, which is exactly why I loved it." She added that working with "25 incredible musicians, in a beautifully crafted set that felt like a little world of its own" made the job a special one to be part of.

Gavin McLeod, chief creative officer at Emotive, explained the creative leap by describing a feeling familiar to plenty of early risers, saying "There's this tiny moment in the morning when everything else can disappear." He described how the coffee smells, sounds and tastes right for a few minutes, before adding "We wanted to make that feeling impossible to miss. So we gave it a 25-piece orchestra."

For Breville, the musical treatment is a way of dramatising the belief that sits under the whole campaign, and Noel Burchill, general manager of global brand at Breville, said "We believe great coffee has the power to make everyday moments extraordinary." He also pointed to the brand's history of more than 90 years of engineering, noting that its espresso machines are built on the same principles as professional machines, a point aimed squarely at the people who doubt they can make great coffee in their own kitchen.