Herd MSL has partnered with NESCAFÉ to launch ‘Ask Over a NESCAFÉ’, a creator-led social and influencer campaign to bring its new Masterbrand platform to life.
Developed to support NESCAFÉ’s broader ‘Make Your World’ campaign by Saatchi & Saatchi Australia, the program has invited creators to sit down with someone they know and love over a NESCAFÉ, using coffee as the simple ritual that opens the door to conversation.
While the internet can sometimes be seen as a place of division, ‘Ask Over a NESCAFÉ’ shows a more human side of social: one where rituals and everyday conversations can be shared.
The campaign brings together a mix of creators, each interpreting the idea through their own relationships, communities and cultural lens.
Creator, Martha Kalifatidis, kicked off the content by sitting down with her ‘Yiayia’ over a NESCAFÉ.
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“NESCAFÉ’s new Masterbrand platform is built on a simple truth: coming together over a coffee helps people find common ground. ‘Ask Over a NESCAFÉ’ takes that idea into culture. Because, when optimism is shared, it creates a ripple, and this reflects the important role coffee continues to play in bringing people together every day,” said NESCAFÉ head of marketing, beverages, Melissah Toomey.
“For NESCAFÉ, we wanted to show real connection and conversation, in a real home, between real people. That’s where creator work is most powerful. It does not just repeat the campaign message, it finds the most human expression of it,” Herd MSL executive director for consumer brands Matt Ogilvie.
Across three creator bursts, the campaign brings together 12 creators across Meta over the next four months. Content is designed to build organic attention within creator communities before being amplified through paid media to extend reach, engagement and longevity.
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Credits:
Client: NESCAFÉ / Nestlé
Social & Influencer: Herd MSL
Creative Agency: Saatchi & Saatchi Australia
Media: OpenMind
Campaign: NESCAFÉ Make Your World / Ask Over a NESCAFÉ
