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Nespresso pushes sustainability awareness with Guardian Labs sponsorship

Nespresso UK is partnering with Guardian Labs, the Guardian’s branded content division, as part of a new sustainability campaign, devised and brokered by media agency, Zenith.

Launched on Saturday, the aim of the campaign is to raise awareness of Nespresso’s long-standing commitment to sustainability and belief that coffee can be a force for good. Nespresso has been integrating sustainability into its operations and throughout its supply chain for over 30 years, and pledged last year that every cup of its coffee will be carbon neutral by the end of 2022.

Through the Guardian Labs’ story-telling formats, Nespresso aims to demonstrate the brand’s ongoing efforts to positively impact people and nature.

The partnership consists of a front-and-back Nespresso wrap of Guardian Labs’ supplement, included within the Guardian Saturday paper. Throughout the supplement, there are several three-page and double-page spreads. Alongside this, the magazine itself will feature immersive articles and bespoke content throughout.

This content follows on from a digital sponsorship campaign launched last month, including bespoke ads which featured in the Guardian’s podcast.

In addition to the Guardian Labs sponsorship campaign, Zenith has supported the partnership with video ads on YouTube, all of which are running through global ad tech platform Good-Loop. Through the company’s brand new “This Ad Plants Trees’ format, every time someone watches these ads, it unlocks a free donation to fund tree planting around the world. Good Loop will plant at least 136,217 trees as a result of this campaign alone.

Bruce McGowan, Head of Content Partnerships at Zenith UK, said, “Guardian readers tend to tune into an ethical agenda, paying attention to the origin of products while also supporting environmentally friendly products. That’s why partnering Nespresso with the Guardian Labs in this campaign was the clear way forward.”

Amy Williams, CEO and Founder of Good-Loop, said: “I loved working with Zenith and Nespresso on the ‘This Ad Plants Trees’ campaign. Addressing the climate crisis is going to require unprecedented levels of collaboration and what I love most about this campaign is that Nespresso is planting trees in collaboration with their consumers. Every time someone chooses to engage with their brand, this creates a moment of shared endeavour, where the value of this time and attention is harnessed to fund tree planting around the world.”

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