LAVAZZA’S FIRST EVER BROADCAST CAMPAIGN
TO DEBUT IN U.S.: “LAVAZZA, THERE’S MORE TO TASTE”
Italy’s Favorite Coffee Reveals Most Extensive
International Communication Campaign
To-Date Honoring 120 Years of Tradition and Innovation
May 14, 2015 [New York] – As part of its 120th anniversary celebrations, Lavazza is launching the most extensive international communication campaign in its history. Titled, “Lavazza, There’s More to Taste,” the international campaign will include the Italian coffee company’s first broadcast push in the U.S. market.
Developed by the Y&R Italia advertising agency, the campaign centers on the advice given to a young Luigi Lavazza by his father: “In life, there’s always more to taste.” It was ultimately this advice that encouraged the young and enterprising Luigi Lavazza to discover coffee’s many different expressions from around the world and create the art of coffee blending. “In life, there’s always more to taste” embodies the inquisitive and curious spirit that has been passed down through four generations and 120 years of the Lavazza family’s experience in the coffee industry.
Francesca Lavazza, Lavazza’s Corporate Image Director, explains, “Our aim is to tell the story of tradition and innovation, of research and passion embodied in every single one of the over 17 billion cups of Lavazza coffee enjoyed each year worldwide. Today we possess the same energy that encouraged our founder Luigi Lavazza to travel the globe to discover all the different countries where coffee is grown and to develop the concept of blending, which revolutionized the coffee sector by offering it a new world of aromas and flavor.”
The commercial, in 30- and 60-second formats, was directed by multiple award-winning French director Jean-Pierre Jeunet (“Delicatessen,” 1991; “Amélie,” 2001), who tells the story of founder Luigi Lavazza with a touch of magic and his signature style of filmmaking. Narrator and actor Sergio Castellitto (“Don’t Move,” 2004; “The Chronicles of Narnia: Prince Caspian,” 2008; “Twice Born,” 2012), is a symbol of Italy’s tradition of fine filmmaking, expertly revealing the secret of the young Luigi Lavazza and telling the story of an Italian who is full of curiosity and courage.
The “Lavazza, There’s More To Taste” campaign will launch worldwide in cinemas, television, web, print and billboards in Germany, France, Canada and the U.K., followed by other countries, including the U.S. and Canada in August.
To view the campaign, please visit: moretotaste.lavazza.com.
Established in Turin in 1895, Lavazza has been owned by the family of the same name for four generations. The world’s seventh ranking coffee roaster, today Lavazza is the retail market leader in Italy with a market value share of over 47% (source: Nielsen) and sales of EUR 1,340 million (as of December 31, 2013). The company has five production sites, four in Italy and one abroad, and operates through associated companies and distributors in more than 90 countries. Lavazza invented the concept of blending – or in other words the art of combining different types of coffee from different geographical areas – in its early years and this continues to be a distinctive feature of most of its products. The company also has 25 years’ experience in the production and sale of portioned coffee systems and products and was the first Italian business to offer capsule espresso systems. Lavazza’s North American headquarters are in New York City and they compete in the roast & ground, single-serve, and away from home segments in the USA and Canada. Lavazza is the official coffee at the Italy Pavilion, Expo 2015. For more information on Lavazza, log on to lavazza.com, “like” the official Facebook page, facebook.com/lavazza, or follow @lavazzausa on Twitter.