The Coffee Club and their creative partners, IdeaWorks and GPY&R, have launched a campaign to encourage people to put down their phones and reconnect.

Research shows that almost 25 per cent of Australians spend less time in person with their families than they did five years ago, with more than 30 per cent admitting to checking smart devices while catching up with friends.

Greg Bowell, group marketing manager of Minor DKL, parent company of The Coffee Club, said the idea has been embraced by franchisees.

“We’re rapt with the energy this campaign has brought to our business. The idea builds nicely on our long standing line of ‘Where Will I Meet You?’ and has been launched from the inside out, with the Coffee Club stores themselves even featuring holders to place your phones in while you’re catching up.”

Andrew Thompson, GPY&R creative director, said The Coffee Club was created to be a relaxed meeting place where people could enjoy a coffee and a catch up.

“There’s a truth about the brand that makes them the right people to be leading this charge to reconnect. It’s not just a bunch of ads, it’s about creating a better brand experience.”

The campaign has generated more than 100,000 views on social media in its first week. It will soon be rolled out across The Coffee Club’s international markets.