Starbucks Launches 'Made in Starbucks' Campaign

Starbucks UK has launched a new brand campaign, designed to spotlight creative professionals working in Starbucks coffeehouses. 

Called ‘Made in Starbucks’ the campaign was created by Anomaly alongside a cross-agency team of Havas Media UK, Edelman and Linney, and features a hero film starring real creatives, customers and Starbucks employees. It is set to launch across social, out-of-home, in star and AV channels. 

“One of my favourite things about spending time in our coffeehouses is seeing how many different ideas are taking shape around me,” says Vic Robertson, Marketing Director of Starbucks UK. “You might have someone sketching designs in the corner, another person preparing for a pitch meeting and a group of friends discussing a new idea for a side-hustle over a coffee.”

Made in Starbucks

According to research conducted by Starbucks, nearly three-quarters of Millennials and 65% of Gen Z believe that face-to-face communication is essential for unlocking creativity, with real-world spaces being crucial for sharing ideas. 

Despite this, more than half of young people are concerned that places where they can connect and collaborate with others are disappearing – with 36% of respondents believing that this could negatively impact their creativity. 

Through this campaign, Starbucks is aiming to position itself as the place that can fill that gap.

Its hero film, shot in an observational style, features musicians, illustrators, writers, poets and producers working in Starbucks coffeehouses across the UK – collaborating and connecting over creative passions. 

“Starbucks has always been about more than coffee,” says Vic. “Made in Starbucks celebrates the communities already thriving in our stores and reinforces our commitment to creating welcoming spaces where people can come together and create.”

The campaign will also be implemented in stores, with several stores featuring original artwork and messages to encourage people to come into the coffeehouses.

Encouraging creativity in-store

Starbucks is also encouraging its employees to become more creative. 

The company has announced a partnership with TikTok at Cannes Lions to pilot a Creator Network, to help increase its employee-led marketing efforts. 

This builds on Starbucks’s Green Apron Creators programme, which was first launched in 2024. Made up of a group of baristas, the programme encourages employees to create social content about working at Starbucks in their own unique voice. 

“Every day, our partners bring Starbucks to life by creating moments of connection with our customers and with each other. And more than ever, they are sharing those moments with the world online in authentic, creative and unique ways,” said Erin Silvoy, Starbucks Senior Vice President of Global Marketing. “Collaborating with TikTok provided us with the opportunity to build a customised [tool] that allows us to celebrate and amplify our partners’ authentic storytelling.”