Hasta La Creative!

As the consumption of coffee increases and consumers are increasingly curious about the origins of their food, Starbucks is launching a campaign focused on the quality of its coffee beans and how and where they’re sourced.

The campaign, one of the chain’s major efforts of the year, will launch Sunday with a TV spot during the Emmys. In the ad, a voiceover says: “The bean matters, because you cannot roast in quality, you cannot roast in complexity.” The voiceover is accompanied by documentary-style black-and-white imagery of the coffee plantations as well as the roasting and tasting processes. The spot ends with a graphic that says: “higher arabica standards.”

Starbucks has long promoted itself as a premium brand, but Global CMO Sharon Rothstein said that it’s important to highlight the quality of the beans Starbucks selects. “We recognize that the story of what it takes to go into farming and selecting and roasting our beans hasn’t been told for some time,” said Ms. Rothstein, who joined Starbucks in March. “We wanted to give a real voice to the pursuit of finding those beans. It just seemed like there is a deep, rich set of stories and conversations that we could have. While we’ve told them, they’re probably not as well known to our customers.”

Continue reading at AdAge.com