Lavazza, the Italian coffee brand established over 120 years ago, is aiming to ensure its social media activity still has plenty of froth with the appointment of Communicator London to handle a major brief, following a competitive four-way pitch process.
The company, whose relationship with We Are Social is unaffected by the appointment, has charged Communicator with defining the brand’s overarching social media strategy and creative, managing all influencer marketing activity and working to build its social commerce offering.
In addition, Communicator will handle the creation and execution of all social content and campaigns for Lavazza’s sub-brands, including Carte Noire, which the agency has been tasked with elevating through a social-first strategy in the UK.
Launched in Turin in 1895 by Luigi Lavazza, the company was initially run from a small grocery store at Via San Tommaso 10 but is now in the hands of the third and fourth generations of the Lavazza family.
In the UK, the company sponsors both Liverpool FC and Arsenal FC and its most recent ad campaign, launched late last year, reprised its 2018 “More than Italian” TV creative and featured cameo appearances from Liverpool Roberto Firmino, James Milner and Diogo Jota in one ad and Arsenal’s Nicolas Pépé, Dani Ceballos and Alexandre Lacazette in another.
As well as celebrating Lavazza’s partnerships with both clubs, the ad included a call to action about the Lavazza My Way subscription programme, an offer to get a Lavazza coffee machine for just £1, exclusive to lavazza.co.uk.
Lavazza marketing director for UK and Ireland Filippo Ferrari said: “Delivering an effective social-first strategy is key for Lavazza and Carte Noire, especially in today’s climate; we are really looking forward to seeing the Communicator team delivering ideas and making a real difference for our brands.”
The account will be headed by Communicator managing director Danielle Smith, who said: “Lavazza and Carte Noire, [are] two iconic brands in the coffee industry. We relish the opportunity to create amazing social-first campaigns for both brands that will drive dynamic results.
“Our heritage in drinks brands means we really understand how to entice and inspire coffee lovers of all kinds, whether enjoying a quiet afternoon brew or having a bullet-proof coffee to start the day.”
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