Nescafe Farmers Origins Launch

Australia was the first market in the world to launch the new NESCAFÉ Farmers Origins, a premium range of coffee capsules sustainably sourced from some of the world’s best coffee growing regions. In a year when Aussies couldn't travel, we had to find a way to bring the magic and flavour of the range's coffee origins to life without leaving home.

Teaming up with food and travel expert, and MasterChef judge, Melissa Leong and Australian culinary mastermind, Martin Benn, we launched the range by inviting media and influencers across the country to attend a series of virtual cooking masterclasses dedicated to taking them on a journey of taste. During each class, guests were treated to a demonstration of a bespoke recipe created especially to be paired with the coffee, inspired by its country of origin. We also sent a bespoke coffee kit, complete with the recipe ingredients packaged in a vintage suitcase chest to encourge at-home participation and evoke nostaglic feelings of travel.

24 MILLION OTS

To build further excitement , we partnered with celebrity influencers Jules Sebastian and Sam Wood, content creators Tyson Mayr and Sneh Roy and a range of travel micro infuencers to create content that showcased how the thrill of travel could be re-created at home with NESCAFÉ Farmers Origins.

Results

28 media and influencer event attendees at 3 virtual events

158 media and social clips with an OTS of over 24 million across the campaign

Top tier print and online coverage across the likes of POPSUGAR, Herald Sun, Who and the Sydney Morning Herald

A total engagement rate of 3.9% across all influencer content