NESCAFÉ Sunrise has launched a heartwarming campaign that shines a spotlight on the unsung heroes behind every cup of coffee—India’s dedicated coffee farmers.
With this campaign, NESCAFÉ Sunrise seeks to honor the passion, hard work, and resilience of the farmers who play a vital role in delivering the rich flavors that coffee lovers enjoy.
At the heart of this initiative is the recognition of the tireless effort that coffee farmers invest in growing high-quality coffee beans. Sunayan Mitra, Director of Coffee and Beverages at Nestlé India, expressed the significance of their role, stating, “Every cup of NESCAFÉ carries with it the dedication of countless coffee farmers. Their unwavering commitment to quality is what makes our coffee special. Through this campaign, we want to pay tribute to their immense contribution and share their inspiring stories with the world.”
Launched in conjunction with International Coffee Day, the campaign features touching narratives of farmers from Karnataka, one of India’s key coffee-growing regions. The initiative is part of the broader NESCAFÉ Plan, which focuses on sustainable coffee farming practices and highlights the integral role that farmers play in ensuring the brand’s success.
In collaboration with Dentsu Creative Webchutney, the campaign brings these stories to life, set against the lush, green backdrop of Coorg’s coffee plantations. Vidya Sankar, Senior Vice President at Dentsu Creative Webchutney, shared insights into the creative vision behind the campaign, noting that it emphasizes the deep connection between the farmers’ labor and the consumer’s experience. “This campaign is an ode to the coffee farmers, whose efforts allow us to enjoy the perfect cup of NESCAFÉ Sunrise. It’s a celebration of their contributions and the impact they have on coffee culture,” said Sankar.
As part of this tribute, NESCAFÉ Sunrise has introduced five new packaging designs, each featuring a portrait of a coffee farmer who has been part of the NESCAFÉ Plan. These farmers are not only the faces of the new packs but also the storytellers behind their own journey. Each pack is equipped with a QR code that, when scanned, reveals the personal stories of the farmers, offering consumers a deeper look into the lives of those who grow their beloved coffee beans.
This campaign extends beyond just celebrating coffee; it is a testament to the enduring partnership between Nestlé India and the coffee farmers. By putting these farmers in the spotlight, NESCAFÉ Sunrise highlights the often-overlooked efforts of the individuals who make every cup possible. It also aims to foster a sense of appreciation among consumers for the people who bring their coffee from farm to cup.
Through this meaningful initiative, NESCAFÉ Sunrise is not only honoring the coffee farmers but also reinforcing its commitment to supporting sustainable farming practices, ensuring that the quality and flavor of its coffee remain exceptional for generations to come.
With the introduction of these special edition packs and the moving stories of the farmers, NESCAFÉ Sunrise’s campaign serves as a reminder of the incredible journey that each coffee bean undergoes before reaching the consumer’s hands. It is a true celebration of the love, dedication, and hard work that goes into every sip of NESCAFÉ Sunrise.
