Starbucks

It's a great day for coffee

A return to craft, quality, and the perfect cup.

Somewhere along the way, Starbucks had drifted. In an effort to win over Gen Z, the brand leaned into non-coffee offerings and lost sight of what made it special in the first place: exceptional coffee and real human connection. It was time to get back to basics.

Here’s what we knew: people today crave authenticity. They want to know where things come from and who’s behind them. Starbucks has an incredible story to tell. Ethically sourced beans. Sustainable farms. Baristas who actually care about their craft. We just needed to bring that story to life in a way that felt real.

So we created ‘It’s a Great Day for Coffee.’ A campaign that took people on a journey from bean to cup. We showed the farms, the sourcing, the hands that make it happen. Then we brought it to life across TV in the US, Canada, and the UK, and amplified it through digital and social. It wasn’t flashy. It was honest. And it reminded people why they fell in love with Starbucks in the first place.

It worked. 10% increase in in-store visits. 12% boost in digital engagement. More importantly, it reconnected people with what Starbucks actually stands for: quality, craft, and a great cup of coffee.

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