It is challenging to communicate about sustainability in a world where this difficult topic is both over- and under-communicated. With this case, the goal was to address the subject in an authentic, credible, and unique way.
In January 2024, NESCAFÉ traveled to Honduras to take a closer look at projects that are making a positive impact in the coffee world. On this trip, actor Brian Lykke was invited to witness the journey of coffee from bean to cup and, most importantly, NESCAFÉ's deep commitment to sustainability and local development.
Brian Lykke was chosen as a conversation partner for this trip and appeared in the film alongside Nestlé's Communications Manager, Anna Rise. With Brian Lykke's naturally humorous perspective, they succeeded in drawing attention to and focusing on a message that would otherwise be difficult for most people to grasp, such as regenerative coffee farming.
The Honduras campaign was part of a larger campaign in Denmark, focusing on NESCAFÉ's sustainability principles. As a brand, NESCAFÉ has run major corporate campaigns for many years, and with this campaign, the aim was to do something different. The films and images were locally produced by Nestlé itself, aiming for a raw and authentic feel.
The digital execution of the Honduras campaign centered around three 10-second teaser videos and three still images, designed to spark consumer curiosity and lead them to NESCAFÉ’s website, where a 9-minute video unfolded the story in full.
EssenceMediacom was responsible for developing a campaign strategy to achieve several KPIs critical to the campaign’s success:
Drive traffic to NESCAFÉ’s website so that as many Danes as possible could view the long campaign film
Increase engagement
Provide consumers with a narrative that made sustainability relatable and easy to understand
The Honduras campaign was launched through a META campaign. Across NESCAFÉ's social media platforms (Facebook/Instagram), the campaign reached over 700,000 users, generating 3.5 million impressions. More than 54,000 people clicked through to NESCAFÉ's Danish website.
The campaign was a success across all defined KPIs:
Website traffic increased by 74% during the campaign period.
Increased NESCAFÉ engagement: 185 comments and 2,283 reactions. Selected comments highlighted exactly what NESCAFÉ aimed to achieve—delivering messages that resonated with Danish consumers.
NESCAFÉ saw an additional 8 million DKK in sales during the campaign period compared to the same period the previous year.
