What does "good to talk" mean at the back of Nescafe instant coffee jars?

On the back of the jar, it says "good to talk" followed by telephone numbers and whatnot. I get that it's their "customer support" stuff, but why "good to talk"? Is that like an expression in English? Sounds almost British somehow. "Good to talk"...

Does it mean that they are "good to talk" as in "we are willing to talk", that it's "good to talk" in general, or something else? I couldn't find the expression on Wiktionary, which is where I always look up expressions first.

Solution 1:

"It's good to talk" was an advertising slogan used by British Telecom some decades ago to encourage people, particularly men, to chat on the telephone more. (This was before mobile phones/cellphones became universal.) So, yes, Nescafe want to encourage you to contact them if you have a query or problem.

Solution 2:

It may refer to BT’s ad campaign of the 90’s:

"It's Good to Talk" - the story behind the campaign

LONDON - It's been almost two decades since BT's "It's Good To Talk" commercials hit the screen. Robert Bean, who worked for both WCRS and BT on the account, tells the story behind the successful campaign.