The growing popularity of coffee in Indonesia has resulted in high competitiveness in the local coffee industry. Coffee entrepreneurs must attract their target market and position their brand in the customers' awareness, especially for a newly established coffee brand. Hayu Coffee & Space is a coffee shop and communal space located in South Tangerang as one of the new coffee brands that were established in 2021. To differentiate its brand from competitors, Hayu not only sells coffee products, but also provides an event program that can connect Hayu, its customers, and its partners. The Three Ways Strategy of marketing public relations strategy and marketing public relations tools are used to develop brand awareness. This study aims to discover and analyze; discover the obstacles; to discover the solution to overcome the obstacles of Hayu Coffee & Space's marketing public relations strategy in increasing brand awareness. Qualitative research methods, with secondary data collection and interviews, are used. The results of this study indicate that Hayu Coffee & Space devised an MPR strategy of push strategy and MPR tools; Publication, Identity Media, Events, and Speeches to develop brand awareness. It resulted in success as the majority of external informants (Hayu’s customers) are at the top of mind in the brand awareness stage. The main obstacles faced are the unspecified target market which resulted in the inconsistency of content creation and the theme of the event. Thus, Hayu must identify its target market and audience more specifically to fulfill its objectives effectively.

Keywords: Marketing Public Relations, Marketing Public Relations tools, Marketing Public Relations strategies, Brand Awareness