"We Proudly Serve Starbucks™": The Flexible Coffee Solution Receives a Strong, German-wide B2B Campaign

Background and Challenge

Following Nestlé's acquisition of the global marketing rights for Starbucks Consumer Packaged Goods and Foodservice products in August 2018, the task was to successfully establish the "We Proudly Serve Starbucks™" program in the German market. The challenge lay in introducing a relatively unknown foodservice concept – Starbucks-quality coffee served outside the familiar coffeehouses – and building trust among potential partners in the corporate, education, and healthcare sectors. At the same time, it was essential to communicate Starbucks' core brand values such as quality, sustainability, and social responsibility in a credible way.

Approach and Realization

We developed a B2B campaign that positioned "We Proudly Serve Starbucks™" as a flexible coffee solution with a strong brand identity. The core message emphasized the ability to bring an authentic Starbucks experience into a wide range of environments – such as corporate offices, universities, and hospitals. The adaptable nature of the program took center stage: every partner receives a tailored solution, from product range and branding to service model. Communication efforts were further strengthened by consistently integrating key brand values such as sustainability, fairness, and corporate responsibility.

Results

The campaign successfully raised visibility for the "We Proudly Serve Starbucks™" program among target audiences and clearly conveyed its benefits. Through targeted outreach to potential partners, the concept gained significantly more recognition in the German market. Strong storytelling around quality, flexibility, and brand integrity helped build trust and paved the way for new partnerships across various industries.