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Visual concept to showcase the Starbucks® beverage offering

The appeal and quality of Starbucks, now also in B2B

ATC signs the social campaign to enhance the Starbucks experience also in professional contexts

speciality
  • Social campaign strategy
  • Creative adaptation
deliverable
  • Social media asset

With the “We Proudly Serve Starbucks” platform, Starbucks takes its coffee experience beyond its own stores and addresses B2B partners with the aim of offering hotels, healthcare, B&I and F&B the possibility of integrating into their spaces a curated and recognisable break experience, with the same focus on taste, constant quality and hospitality that have always defined the brand.

To roll out this platform on social in two key markets for the brand such as Germany and Switzerland, Starbucks, through Nestlé Professional which manages its licence for ho.re.ca., turned to ATC – All Things Communicate. We built a B2B campaign made up of visuals and copy that put the person behind every cup at the centre, showing how the Starbucks experience can transform every professional context into a curated and unmistakable break moment, signed by the brand that has redefined the image of coffee out of home.

The campaign developed across three key platforms, each with a precise role within the strategy aimed at increasing brand visibility:

  • LinkedIn, to reach corporate decision-makers and professionals from different sectors with informative content;
  • Meta, to broaden brand awareness and engage the audience with a more emotional tone through carousels, reels and stories;
  • The Trade Desk, to strengthen cross-channel presence and increase visibility among the most relevant B2B targets with display formats.

Every touchpoint contributed to a specific objective, from consideration to conversion, maintaining an authentic and professional TOV, able to speak to the B2B world with competence but also but also with empathy.

With the B2B social adaptation of the “We Proudly Serve Starbucks” project, ATC - All Things Communicate has shown how a global brand can dialogue with specific targets in complex markets, maintaining consistency, impact and local relevance.