China – Starbucks China has launched its latest campaign celebrating its baristas and highlighting their commitment to craftsmanship, which sets the brand apart.
The campaign, titled ‘好好照顾每一杯’ (meaning “Crafted with care in every cup”), highlights what truly sets Starbucks apart—its passionate baristas. Bringing to life the dedication of Starbucks’ 60,000 baristas in China, the campaign showcases the artistry, craftsmanship, and care poured into every cup.
Developed by advertising agency Anomaly Shanghai, the campaign begins with a brand video centred on the mantra, “The last ten feet are in our hands,” emphasising the role of baristas in delivering care and precision in every cup.
This focus continues through a series of videos that showcase the craftsmanship behind each drink, from the precise pour of a Flat White to the measured shake of an Iced Shaken Espresso, offering a closer look at the skill and attention to detail involved.
To further elevate the campaign, Starbucks China invited its baristas to share their stories, accompanied by distinctive music and a personalised sign-off that includes their name. This initiative offers a behind-the-scenes look at their craftsmanship, highlighting moments that often go unnoticed by customers.
