Former NRL players Bryan Fletcher and Nathan Hindmarsh reconnect in campaign from Nescafé

Nescafé is attempting to tap into Australians’ longing for live sport and the feeling that they will go to desperate lengths to entertain themselves during lockdown.

In its latest campaign, Fox Sports talent and former NRL players Bryan ‘Fletch’ Fletcher and Nathan ‘Hindy’ Hindmarsh enjoy a Nescafe coffee together whilst spectating at-home sports and taking part in some baking.

The campaign was created by Foxtel Media, in a seven-week turnaround period. The campaign launched with a six-second teaser that ran on Foxtel’s BVOD platform Go, and Nescafé-owned social channels.

Jan Schutte, lead creative at Fox Creative, noted how quickly circumstances are shifting.

“The most challenging aspect of the campaign was adapting to the ever-changing circumstances associated with COVID-19. What started as a concept based on strict lock down measures, transformed into a series celebrating shared moments with friends popping over for a Nescafé.

“To ensure the campaign is relevant and relatable, the theme for each commercial is linked to circumstances many of us have become familiar with in 2020: doing DIY, trying our hand at baking and coping with the absence of live sport.”

Olga Starus, Nestlé head of marketing, beverages, praised the Foxtel team.

“Partnering with Foxtel on this campaign has ticked all the boxes for us. First of all, it allowed us to act with speed and flexibility required to produce and get this campaign live while coping with the restrictions of the COVID-19 lockdown. Second, it gave us access to amazing talent, Fletch and Hindy, who helped us create content that not only was relevant but also brought smiles to people’s faces during a very stressful time. Last but not the least, the partnership provided scale and reach we needed with content being placed across the wide range of channels including Fox Sports, Foxtel, Sky News, BVOD and social,” she said.

The original concept for the campaign was that it would be shot on mobile phones, however, at the time of the shoot restrictions had eased enough for a small film crew to be used.

The 15 and 30-second spots are now running on broadcast TV, social media and BVOD.


Nestlé/UM Thrive

Nestlé Head of Marketing, Beverages: Olga Starus
Nestlé Head of Media, Data and Content: Antonia Farquhar
UM Thrive Group Director: Kimberly Stafford
UM Thrive Senior Strategist: Charlotte Berry
UM Thrive Senior Connections Designer: Elizabeth Penton
UM Thrive Partnerships Director: Miecha Kundeus

Fox Creative

Production Company: FOX Creative
Producer / Director: Antony Robinson
DOP: Emilio Abbonizio
Lead Creative: Jan Schutte
Production Manager: Aisha Grace
Grade / VFX: Sally-Anne Kerr
Sound Design: John Locke

Foxtel Media

Head of Client Integration: Fleur Steinberg
Group Business Director: Rachel Miller
Head of Production, Lisa Neal


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