To promote its new line of single-serve coffee pods, Nestlé coffee brand Nescafé has launched a campaign aimed at emphasizing the premium nature of its coffee blends.

The campaign includes “Inside the Pod,” a 30-second spot created by U.S. agency Work in Progress, which starts by showing a family of Columbian coffee farmers going about their day. Suddenly the ground begins to tremble, and it becomes clear that the family lives inside a Nescafé coffee pod, which is being shaken by a man who’s curious about what’s inside.

The campaign will run on digital and social platforms (including YouTube, Instagram, Facebook, Twitter and Amazon platforms) over the next three months, with GroupM and Neo handling the media buy.

Carm DaSilva, director of Nescafé at Nestlé, says the spot aims to reinforce the origins of the campaign’s hero SKU, Nescafé Gold Origins Columbia, and to bring into focus the authenticity of the product. Quality and authenticity, she says, are among the most important brand attributes in the premium coffee category.

To reinforce the message, the company shot the ad in Colombia with a partner farm of the Nescafé Plan, which aims to help farmers improve their farming methods to yield higher quality crops, helping them earn more at harvest, according to DaSilva.

“Single origins is a growing trend in out-of-home and in single serving on demand and we believe this will be a strong segment for us to expand into as we offer a premium assortment in the coffee category,” she says.

In addition to sending a message of quality, Nescafé hopes the campaign drives awareness and trial of its entire coffee pods assortment, which includes Nescafé Gold Medium Roast, Gold Dark Roast, Rich Original, Rich French Vanilla, Gold Organic, Gold Colombia and Gold Ethiopia blends.