Nescafé launches ‘Proudly brewing workplace vibes’ B2B campaign via Connecting Plots
Creative communications group Connecting Plots has launched a new B2B campaign for Nestlé Professional, spotlighting the unspoken role of coffee in shaping workplace culture across Australia.
Anchored in Nescafé’s ‘Make Your World’ brand platform, the campaign reframes the humble coffee break as a vital moment of connection within the workplace that sparks conversation, collaboration and camaraderie. It shows that when people connect over a cup of Nescafé, work starts to feel like more than just a job.
To bring the campaign to life, Nestlé Professional and Connecting Plots tapped into real workplace moments that happen over coffee. Rather than staging ads, they dropped into coffee breaks already happening inside the offices and workplaces of actual Nestlé customers. With a documentary-style photographer in tow, they captured what naturally unfolded – the chats, the laughs, even the gossip. Some of those conversations went on to inspire campaign headlines.
Timestamped images show coffee breaks don’t just belong to mornings. They can happen anytime, from 3am hospital shifts to late-night deadlines. The work captures the instantly recognisable truths of office life. Like the awkward birthday songs, debriefs about last night’s TV show, or the easy banter that makes the day feel lighter. Small moments, but ones that bring people together.
These unscripted, emotional beats celebrate the human truths of workplaces, and are rolling out through digital, social, partnerships and field team, heroing Nescafé’s workplace coffee solution range including Fusion barista-style coffee machines.
“This campaign is about more than just coffee. It’s about the role we play in helping businesses build better, more connected teams,” said Joanna Porter, Head of Marketing for Nestlé Professional. “We wanted to shine a light on the role Nescafé plays in brewing those positive workplace vibes.”
Research shows healthy workplace cultures outperform the market nearly fourfold, and the coffee break has quietly become the new smoko. It’s a ritual where people connect, reset, and share.
“Our approach was to flip the focus from leading with product claims to shining a light on the positive workplace culture Nescafé helps create,” said Tom Phillips, CEO of Connecting Plots. “We didn’t hire actors, we listened to customers and the truth is universal – a shared cup moves teams forward. That’s the spirit behind ‘Proudly Brewing Workplace Vibes’, it’s proof of how culture actually feels.”
The B2B campaign is now live across Meta, LinkedIn, YouTube, Kargo, Google Display and content partnerships.
Client: Nestlé
Head of Marketing: Joanna Porter
Marketing Manager: Bryan Win
Brand Manager: Cecilia Farr
Brand Manager: Wilson Kwong
Internal Production Manager: Gwendolyn Jimenez
Integrated Agency: Connecting Plots Group
Creative & Comms: Connecting Plots
Production: Infi nity Squared
CEO & Founding Partner: Tom Phillips
Group Business Director: Alice Sherrah
Strategy Partner: Craig Page
Creative Partner: John Gault
Creative Partner: Matt Geersen
Senior Art Director: Alexa Burchell
Senior Copywriter: Lisa Jackson
Design Director: Blair Palmer
Creative Operations Director: Mary Morrell
Executive Producer: Melanie Reardon
Senior Producer: Nick Mutton
Content Creator: Emma Sundin
Photography: Flint
Photographer: Andrew Smetana