Discover how Nespresso’s choices lead to amazing consequences for farmers and their communities
Today, Nespresso released its latest integrated brand campaign, sharing the personal stories of the farmers behind the exceptional coffees Nespresso is known for. The brand invites all coffee lovers to discover the heart-warming stories that have been made possible thanks to Nespresso’s uncompromising choices.
The integrated brand campaign will launch on September 12th, 2017 with a 60 second TV film, digital assets and print adverts. Four short online films and a new content hub have also been created to share the personal stories of the farmers behind the exceptional coffee.
Alfonso Gonzalez, Nespresso Chief Marketing Officer explains “Sustainability has always been at the heart of what we do at Nespresso and we wanted to use this new campaign approach to help coffee drinkers learn what is behind the coffee they enjoy every day. All of the stories in this campaign showcase how our choice to find and cultivate the best quality coffee can have amazing consequences on the people who grow and nurture it. In the end, we believe that we are the choices we make.”
HELPING FARMERS SAVE UP TO 5 HOURS A DAY WITH A COMMUNITY MILL IN JARDIN, COLOMBIA
The new campaign, shot for four days in Jardin (Colombia) by Italian directors Davide Mardegan and Clemente De Muro (CRIC) focuses on one specific choice Nespresso has made: creating a Community Mill with the local cooperative where all farmers could bring their coffee beans to be processed in the most qualitative way. While it was created to help preserve the high quality coffee of the region, it did much more than that. Farmers were able to generate more revenue by selling higher quality coffee but were also saving precious time. Farmers can save up to 5 hours a day during picking season – time and energy they are able to reinvest in their families, communities and personal passions.
MEET THE FARMERS BEHIND THE NESPRESSO COFFEES
Nespresso believes quality does not come by chance but by choice. The search for the highest quality coffee has led to a series of choices, like the one to create the Nespresso AAA Sustainable Quality™ Program coffee. Created in 2003 the program works directly with farmers to create sustainable coffee farming practices that increase the quality, productivity and longevity of their coffee farms.