Nescafé Milano is a specialty coffee solution targeted to the food service industry.  Offices, hotels, canteens, restaurants, pubs, cafes, cinemas and convenience stores cater Nescafé Milano to high-end consumers with a sophisticated palate and desire for a high-quality coffee. Nestlé Professional UK tasked Maxx to create an initiative that spoke to the exclusivity of the brand and its consumers with the objective of driving demand for Nescafé Milano outside of the home. Maxx developed a lucky draw sweepstakes celebrating Nescafé’s Italian origins and strong coffee credentials. Winners received a luxury trip to Milan, the home of Espresso, to experience an unforgettable coffee-themed holiday break. The campaign, launched in over 1,200 locations across the UK, saw 36,212 entries - 28% of which came from new consumers.