Grapefruit marks a decade-long partnership with Nestlé, one of the global leaders in the FMCG industry, renowned for iconic brands such as NESCAFÉ™, NESPRESSO™, MAGGI™, NESQUIK™, FITNESS™, and many others.
From the “Good Thoughts” NESCAFÉ™ Alegria campaign to the migration and localization of the Nestlé Baby website across multiple countries, these 10 years have been filled with complex developments, creative brainstorming sessions, and a collaboration that grew stronger with every idea brought to life.
Among the key projects delivered by Grapefruit together with Nestlé are:
- Collaboration with the Infant Nutrition division, where Grapefruit migrated the Nestlé Baby website, adapting its content for consumers in Bulgaria, Croatia, Romania, Serbia, and Slovenia;
- Cross-brand content creation for Nestlé, Maggi & Lion (carousels, video stories, and the management of pages with around 18 million fans);
- Complete development of Maggi.ro, featuring chef-tested recipes, product pages, blogs, recommendations, video content, promotions, and campaigns (a mobile-first project built on Drupal).
“Ten years ago, our relationship with Nestlé began around a clear objective: to bring Nestlé brands closer to consumers through relevant and authentic digital experiences. Over time, we’ve worked alongside iconic brands like MAGGI™ and NESCAFÉ™ Alegria. Perhaps our most complex partnership was with Nestlé Nutrition, for whom we developed and managed multi-country digital platforms, aligning global strategy with local needs across several markets. It’s been a collaboration that has constantly challenged us to deliver both strategically and creatively”, said Georgiana Dragomir, CEO of Grapefruit.
For Nestlé Nutrition, which aimed to create a unified digital identity across its regional portfolio of beloved products for parents and children, Grapefruit worked closely with partner agencies, translators, and the Nestlé team to migrate, adapt, and optimize content for SEO. Thanks to this tight collaboration, multiple websites were launched simultaneously in five countries, ensuring linguistic and cultural coherence throughout.
“Our 10-year collaboration with Grapefruit has meant strategic partnership, mutual trust, and a deep understanding of both Nestlé brands and our consumers. What sets them apart is their ability to combine creativity with technical expertise. Whether developing cross-category platforms, localizing digital ecosystems across markets, or executing memorable awareness campaigns, the Grapefruit team has consistently delivered value, commitment, and effective solutions. This collaboration has helped us stay agile, relevant, and connected with our audiences. We truly value the trust we’ve built together and look forward to continuing this journey”, emphasized Alexandra Manea, e-Business Lead and Digital Ecosystem Manager Nestlé | Lifelong Nutrition Category | South East Europe.
Another memorable campaign was Good Thoughts for NESCAFÉ™ Alegria, which integrated physical products (coffee cups with printed messages) with digital experiences (landing page, social media, user-generated content), delivering outstanding results: 17 million coffee cups printed with inspirational messages, 1,500+ consumer-submitted messages (100 selected and printed), 200,000+ social media interactions, 6,000+ new followers, and a strong emotional connection established between the brand and consumers.
“I still remember the ‘Good Thoughts’ campaign: 17 million cups, thousands of consumer messages, and over a million smiles. It was proof that digital means more than just information, it’s also about connection, inspiration, and emotion. Grapefruit will continue to support Nestlé in future projects. We are proud of the trust we’ve built together and eager to embrace the challenges ahead”, added Flavian Cristea, Senior Digital Strategist Grapefruit.
Over its 26 years of activity, Grapefruit has worked with some of the largest companies across more than 10 industries (telecom, banking, automotive, pharma, FMCG, and others). From its first partnership with Connex (2001), Grapefruit has gone on to collaborate with brands such as Philip Morris, Nestlé, Dacia, Renault, Garanti BBVA, IQOS, NAOS-Bioderma, BCR, E.ON, CEZ, ING, Noriel, and UNTOLD. Its portfolio includes 60+ clients and over 500 completed projects across 9 countries, including Germany, Switzerland, the United Kingdom, Greece, and the Middle East.
Looking ahead, Grapefruit aims to strengthen its position as a leading digital and AI-powered agency both in Romania and internationally, focusing on several strategic directions:
- Expanding its AI service portfolio – from AI adoption assessments to implementing customized solutions for marketing, UX, and software development;
- Growing its international presence by attracting new B2B clients from Europe and the United States;
- Deepening long-term partnerships through innovation and measurable results;
- Continuous investment in organizational culture – maintaining a balance between performance, transparency, and a people-centric work environment;
- Strengthening the Grapefruit brand as a top agency in digital strategy and AI marketing through thought-leadership content, events, and international campaigns.
Grapefruit is the co-founder of Digital Innovation Zone – a European digital innovation hub dedicated to supporting digitalization and innovation in Romania’s North-East region, alongside the “Gheorghe Asachi” Technical University of Iași (project leader), the North-East Regional Development Agency, Atelierul de Idei, IMAGO-MOL Cluster, Strongbytes, and Iceberg.
The company is also part of ALL INDIE – an alliance of independent Romanian agencies sharing extensive experience in digital media, branding, data analytics, and a strong entrepreneurial spirit. Together, the six partner agencies bring expertise across 30+ industries, setting a high standard of excellence in the digital field.
