NEW YORK, NY – After doubling investments in 2013, Lavazza, Italy’s Favorite Coffee, is proud to announce that The Italians Are Coming to the U.S.
With an amplified 2014/2015 strategy, Lavazza launched their integrated Buongiorno campaign to expand marketing and promotional efforts in North America to grow the brand’s reach exponentially and secure the U.S. as their top market outside of Italy.
In late 2013, Lavazza launched Buongiorno, the company’s first North American advertising campaign. Developed by Alberto Baccari (Milan / New York), the campaign is graphically inspired by Lavazza’s iconic swirl, with retro calligraphy steaming from their branded coffee cup delivering proudly: Buongiorno…There’s A New Coffee In Town.
For decades, Lavazza has been known for their original marketing campaigns. From creatively branded bags, to calendar collaborations with the industry’s leading photographers, to noteworthy TV commercials, Lavazza continues to deliver authentic, unique and inspired stories internationally. Their most recent Buongiorno campaign has been rolling out in multifaceted stages throughout 2014, culminating at the start of the New Year with its final components.
The Buongiorno campaign included consumer sampling, digital public relations and advertising in late 2014 to create heightened brand awareness surrounding the newly introduced K-Cup® packs for Lavazza’s specialty drip coffee blends.
Consume sampling
Throughout Thanksgiving weekend, Lavazza infiltrated New York City streets with the brand’s first ever mobile café and a fleet of branded Fiat cars serving up Italy’s Favorite Coffee. To help build excitement and promote consumer activations, Lavazza released a video short on November 25th featuring notable New Yorkers in the company of domestic legend Martha Stewart and husband & wife cooking duo, Debi Mazar of Entourage fame and Gabriele Corcos.
Consumer sampling and exclusive social media opportunities for local holiday shoppers included:
Black Friday:
Starting Thursday, November 27th and continuing through the wee hours of Black Friday, Lavazza provided complimentary coffee to shoppers who set out just after Thanksgiving dinner to brave the early shopping lines.
Lavazza targeted shoppers at Roosevelt Field Mall (NY) and Woodbridge Center Mall (NJ) with time and location updates disseminated via the brand’s social media pages.
#LavazzaDelivery New York Twitter Initiative:
On Friday, November 28th and Saturday, November 29th, while mobile sampling trucks were stationed throughout NYC’s iconic Meatpacking District, Lavazza branded Fiat cars zipped and weaved through the Big Apple’s bustling streets to deliver free cups of coffee to select fans and tweeters.
If chosen by Lavazza, consumers who requested coffee via the brand’s twitter handle (@LavazzaUSA) using #LavazzaDelivery, were delivered warm cups of coffee right to their geo-targeted locations.
The experiential agency managing consumer sampling and video creation is RedPeg Marketing with Meredith Xcelerated Marketing (MXM) overseeing all social media components. Both agencies are members of Lavazza’s North American Integrated Agency Team.
Exploring the digital space, Lavazza identified 8 bloggers and digital influencers in New York City, San Francisco, Los Angeles and Chicago (as well as Toronto, Canada) to receive authentic “Italian Buongiorno” wake-up calls.
Created by We Are Social (Milan / New York), the program provided bloggers and digital influencers with a one-of-a-kind Lavazza “Buongiorno Kit,” including Lavazza K-Cup capsules, a Keurig machine and special alarm clock, among other items. Recipients were then asked to set their alarm clocks for a unique morning surprise.
Bloggers and influencers were in for a treat when their alarms went off prompting a video screen connecting them to a live stream from Italian headquarters. Their morning host welcomed them and reviewed their daily activities, selected preferred Lavazza K-Cups and guided them through the preparation of their first cup of coffee for the day.
After the live wake-up call, the alarm clocks functioned normally and influencers could choose from 10 different Buongiorno themed settings. Following this, Lavazza has prepared a video showcasing individual’s experiences and reactions to this authentic “Italian Buongiorno.”
Advertising:
After large initial successes, Lavazza continues strong efforts across print, large format outdoor and digital media to share their innovative art and design Ads. Examples of 2014 fourth quarter media buying include:
- National Print: Bon Appetit, Cooking Light, Everyday with Rachael Ray and Martha Stewart Living
- Regional Print: Time Out New York, New York Magazine, Chicago Magazine, 7X7 (San Francisco), Los Angeles Magazine
- Outdoor NYC: Grand Central Terminal, Penn Station, Port Authority Bus Terminal, NYC Transit Bus Shelters
- Outdoor Chicago: Metra Market Station, Millennium Station
- Digital: Epicurious, Yummly, Eater, Hearst, AOL
Additonal information:
Lavazza’s Buongiorno campaign activations will run from November 2014 through May 2015.
Social media outlets include:
https://twitter.com/lavazzausa
https://www.facebook.com/LavazzaUSA
http://instagram.com/lavazzausa
