Herd MSL turns NESCAFÉ’s feed into a conversation starter

Herd MSL has launched Ask Over a NESCAFÉ, a creator-led campaign designed to bring NESCAFÉ’s new masterbrand platform into social feeds through conversations over coffee.

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The campaign will feature 12 creators across Meta over the next four months. It supports NESCAFÉ’s broader Make Your World campaign, developed by Saatchi & Saatchi Australia.

 

 

 

 

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Taking coffee conversations into the feed

The Herd MSL-led program asks creators to sit down with someone they know and love over a NESCAFÉ, using coffee as a starting point for conversation and common ground.

Creator Martha Kalifatidis leads the first content by sitting down with her Yiayia over coffee. The campaign will also explore family rituals, intergenerational conversations, friendship, nostalgia and everyday connection through different creators and communities.

Melissah Toomey, head of marketing, beverages at NESCAFÉ, said: “NESCAFÉ’s new Masterbrand platform is built on a simple truth: coming together over a coffee helps people find common ground. ‘Ask Over a NESCAFÉ’ takes that idea into culture. Because, when optimism is shared, it creates a ripple, and this reflects the important role coffee continues to play in bringing people together every day.”

Matt Ogilvie, executive director for consumer brands at Herd MSL, said the agency wanted the creator work to focus on genuine interactions.

“For NESCAFÉ, we wanted to show real connection and conversation, in a real home, between real people. That’s where creator work is most powerful. It does not just repeat the campaign message, it finds the most human expression of it.”

 

 

 

 

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A post shared by Martha Kalifatidis (@marthaa__k)

Twelve creators across four months

The campaign will roll out across three creator bursts involving 12 creators on Meta. Content will first build organic attention within creator communities before being amplified through paid media.

The activity is designed to extend the reach and lifespan of the creator content while complementing NESCAFÉ’s broader masterbrand campaign assets in social feeds.

Herd MSL is leading social and influencer activity, with Saatchi & Saatchi Australia handling creative and OpenMind overseeing media.