Continuing a positive trend of transparency in the food industry, Starbucks' latest campaign focuses on the quality and sourcing of its coffee beans, as sustainability and health concerns continue to motivate consumers to ask, "Where does this come from?"
Launched on Sunday during the Emmys, the new documentary-inspired TV ad shows the heritage of the cafe chain's Arabica coffee beans. "The bean matters, because you cannot roast in quality, you cannot roast in complexity," the voiceover says as black-and-white footage of coffee plantations and the roasting process runs.
The longer-form videos, dubbed “origin stories,” will run on the Starbucks website in October for four of its 20-plus coffee brands, including Veranda Blend, Pike Place Roast, French Roast and Ethiopia. The campaign will also include print ads that will run in the New York Times, Wall Street Journal and the New Yorker, among others, while the TV spot will also be show in a handful of "higher-end" movie theaters.
The move towards more transparency in the sourcing process comes on the heels of similar efforts launched by McDonald's, Chipotle, and others.
Developing and Aligning on Brand Purpose
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This post first appeared on brandchannel on September 20, 2013.