Nespresso is launching its first ever above the line campaign around its sustainability efforts, as the brand insists it is not an “opportunistic” campaign but a long-term strategy.

‘The choices we make’ campaign, which launches today (12 September) and was created by JWT, features a 60-second TV film and will also run across digital and print media. Four short online films and a new content hub have been created to share the personal stories of the farmers behind the coffee. The ads will run until the end of the year.

The TV ad focuses specifically on Nespresso building a community mill in Colombia where farmers can bring their coffee beans to be processed. The company says it has helped farmers save up to five hours a day during picking season, which they are able to reinvest in their families, communities and hobbies.

One story, for example, shows coffee farmer Luis, who can now spend more time with his son. The community mill, he says, has also enabled better water management and cleaner rivers in the region. And while brand ambassador George Clooney might not be the star, he does narrate the campaign.

Marking a ‘turnaround’ for the brand

While Nespresso launched a digital campaign around International Recycling Day in May, the new platform marks the first time it has spoken out about its sustainability efforts on a mass scale.

It launched the Nespresso AAA Sustainable Quality Programme in 2003, in which it works with…