Nespresso Professional wanted to raise awareness of its professional solutions for restaurants and hotels. The audience we were targeting was already familiar with Nespresso B2C, so the challenge was informing them that the brand also has solutions for their businesses. To accomplish this, we needed to construct a relevant and unique positioning that also preserved the essence and values of the brand.

To connect with our target audience – restaurant and hotel managers – we decided to appeal to one of the major trends in their markets: the importance of offering experiences to their clients. Experiences that can only be exceptional when every single detail is too, and in which coffee plays an important role.

To launch the message, we decided to work with opinion makers from each sector to develop testimonials that were aspirational for our target audience, but which also provided something they could identify with. This allowed us to gain credibility and visibility within the sector.

The chosen personalities were chef Quique Dacosta, who has 3 Michelin stars, and Vincent Studer, general manager at the luxurious 5-star The One Barcelona. Both spoke of the importance of paying attention to everything that surrounds the diner and the guest respectively, so they can be provided with the finest experiences. All within our proposed concept for the campaign: ‘There are no small details’.

The campaign consisted of documentary videos where we combined the interview format with day-to-day images of the protagonists. We then adapted this content to the various formats and launched them as part of a multifaceted digital campaign.