Here we present an all-optical plasmon coupling scheme, utilising the intrinsic nonlinear optical response of graphene. We demonstrate coupling of free-space, visible light pulses to the surface plasmons in a planar, un-patterned graphene sheet by using nonlinear wave mixing to match both the wavevector and energy of the surface wave. By carefully controlling the phase-matching conditions, we show that one can excite surface plasmons with a defined wavevector and direction across a large frequency range, with an estimated photon efficiency in our experiments approaching $10^{-5}$.