Engaging with consumers
In the UK, we drink around 70 million cups of coffee per day*. However, coffee consumers aren’t always aware of the deeper social and sustainability issues around where their coffee comes from, and how the beans were sourced.
As part of the Nescafé Plan, we want our consumers to think beyond the cup. To raise awareness, we’ve launched a number of communication campaigns that draw attention to the plan and explain its benefits to consumers.
For example, Nescafé Gold Blend in the UK & Ireland celebrated its first harvest of coffee from trees provided to farmers in Colombia through the Nescafé Plan with a special limited edition pack in April 2014. Starting in 2015 and continuing in 2016, we are rolling-out messaging and information about the Nescafé Plan on product packs across the entire Nescafé range, as well as on our Nescafé website.