Starbucks

With We Proudly Serve Starbucks, the brand extends its coffee experience beyond coffee shops, giving hotels, healthcare facilities, businesses and operators in the Ho.Re.Ca. channel the opportunity to bring a recognisable break experience into their spaces, consistent with the brand’s values and quality standards.

To support the platform’s positioning in Germany and Switzerland, Nestlé Professional, the brand licensee for the Ho.Re.Ca. channel, chose ATC – All Things Communicate to develop a B2B social campaign capable of translating the brand identity into relevant content for professional audiences, adapting language and messaging to the specific characteristics of the two markets.

We developed a content strategy based on creative concepts, visuals and copy that place people and the value of the Starbucks experience at the centre across different professional contexts. Each piece of content was designed to engage decision makers and professionals through authoritative, authentic communication focused on business objectives.

The campaign integrated LinkedIn, Meta and The Trade Desk into a coordinated digital ecosystem: LinkedIn to reach B2B target audiences with informative content, Meta to amplify awareness and engagement, and The Trade Desk to extend reach through programmatic advertising targeting the most qualified audiences.

This project demonstrates ATC’s ability to develop B2B social campaigns for international brands, combining editorial strategy, creativity and media planning to build communication that is consistent, relevant and adapted to different markets.