Lavazza aims to become a ‘love brand’ in the UK – In short

Lavazza aims to become a ‘love brand’ in the UK – In short

(ANSA) – MILAN, OCTOBER 27 – Five million people reached every week by social media, a local community of over 31,000 followers, an integrated communication campaign with digital and traditional means: these are, among others, the objectives achieved by Lavazza in the UK. The company is now aiming to become an overseas ‘love brand’.

Among the chosen communication policies, ad hoc campaigns dedicated to the brand’s special projects and targeted work with Freeda Platform, the marketing platform for brands “able to listen and communicate” to Millennials and Generation Z. At home as at bar (Your Italian Barista at home): this is the leitmotiv of the “A modo mio” campaign that Freeda created for Lavazza UK. The commercial – as explained in a press release – was implemented on various traditional and digital platforms, and created with a teamwork together with the media agency and the support of Meta (formerly Facebook) for social media.

The “strategic work meant that every asset and every single content had the consumer and the community as a central point of reference”. Not only online, therefore: Freeda’s strategy for Lavazza UK also extends to the ATL-Above the line channels, with the aim of developing an integrated communication campaign that takes advantage of all platforms, including traditional ones, such as out of home , video on demand platforms and audio. The history of the brand includes the sponsorship of Lavazza UK at Wimbledon, the most iconic event in tennis. (HANDLE).


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