HOW WE effectively celebrated Mauritian resilience and pride during the Covid-19 pandemic, strengthening its emotional connection with the local community.

During the challenging Covid-19 confinement period, many Mauritians found themselves facing isolation, uncertainty, and new challenges. However, amidst the struggles, they also discovered hidden talents and passions. NESCAFÉ RICOFFY seized this moment to celebrate and showcase the pride of the Mauritian community through a powerful and emotionally resonant campaign that connected deeply with the local audience.

The Big Idea: Highlight the resilience and creativity of Mauritians during the pandemic. The campaign marked NESCAFÉ RICOFFY’s first brand awareness initiative in a decade. It centered around a 100% locally made film, a radio spot, and digital visuals that showcased how families across Mauritius embraced the confinement period to learn new skills, reconnect, and support each other in unique ways.

The core message, "Li Partaz Nou Fierte" (NESCAFÉ RICOFFY shares our pride), was used to convey the idea that despite the hardships, NESCAFÉ RICOFFY was there in every moment, symbolizing togetherness, pride, and local spirit.