Barista Relay 2020

PR Strategy Pivot

With a tilt towards milk-based coffee consumption in Singapore, Nespresso planned to launch two milestone campaigns catering to this market in 2020:
Barista Creations, Flavoured and Barista Creations, Iced.

As planning commenced for the launch of the first campaign, we faced an unprecedented challenge with Covid-19 requiring us to pivot from our initial plan for physical experiences which were to include consumer activations, afternoon coffee collaborations with Nespresso Professional partners, and recipe creation masterclasses at Nespresso boutiques.

As such, social media became the focal point of our strategy, providing both reach and relevance, with Instagram as our core platform.
#BaristaRelay was conceptualised as a digital relay race to the most decadent of all finish lines. The concept featured 7 key influencers across lifestyle, media, music, and food, including one notable food blogger as a guest judge.

With a tilt towards milk-based coffee consumption in Singapore, Nespresso planned to launch two milestone campaigns catering to this market in 2020:
Barista Creations, Flavoured and Barista Creations, Iced.

As planning commenced for the launch of the first campaign, we faced an unprecedented challenge with Covid-19 requiring us to pivot from our initial plan for physical experiences which were to include consumer activations, afternoon coffee collaborations with Nespresso Professional partners, and recipe creation masterclasses at Nespresso boutiques.

As such, social media became the focal point of our strategy, providing both reach and relevance, with Instagram as our core platform.
#BaristaRelay was conceptualised as a digital relay race to the most decadent of all finish lines. The concept featured 7 key influencers across lifestyle, media, music, and food, including one notable food blogger as a guest judge.

With the success of Barista Creations, Flavoured and the proactive consumer & influencer engagement during the campaign period of April to May 2020, we extended #BaristaRelay to the launch of the 2nd campaign, Barista Creations, Iced in July 2020.

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