EFMP’s Swiss partners, USP, have been creating a buzz around Switzerland as they take Lavazza to the people.  

Lavazza proudly serves it's goal of uniting all people.

Lavazza, Italy’s number 1 roaster, are proud to say that, since being founded over 120 years ago, they have striven to achieve their primary goal of uniting people from all walks of life and from across all borders, by offering the enjoyment of typical Italian Lavazza coffee to everyone, regardless of who they are or where they come from.

USP Partner, on behalf of Coca-Cola HBC Schweiz, raised awareness of the Lavazza brand in Switzerland by clearly communicating the brand values and by emotionally anchoring the brand to it’s target group. They achieved this by designing, planning and implementing a brand-oriented and visually impactful experiential activation, at over 14 street food festivals that immersed consumers in the taste and quality of Lavazza coffee.

Street food festivals as an optimal platform

USP developed a creative and emotional street food concept for Lavazza, at the center of which is a completely converted Lavazza coffee truck, in classic street food style. Custom-made for the BTL activity, and completely remodeled, the FIAT 616 Coffee Truck exudes classic Italianità paired with trendy coolness -  this fully stocked vintage car is a real eye-catcher. And thanks to the complete conversion with a new body and sophisticated interior design, it also fulfills all functional requirements.

The coffee is enjoyed by the customer, standing, in the Italian way, and so is suitable for street food festivals.  High-quality bar tables, hand-written slates and other harmonious decorative elements complete the overall appearance.

Brand-Enabled Activation for a Comprehensive Brand Experience

For the on-event activation, USP also designed a barista show: The focus of the activation was a latte-art workshop, i.e. the creation of elaborate milk foam decorations.

Each consumer was also given the opportunity to ‘be a barista’’ by making their own coffee and they improved their knowledge of coffee through an informative question and answer session. In addition, each person could take part in a competition, with the chance to win a unique Barista course and other attractive prizes.

USP Partner represented Lavazza at a total of 14 street food festivals throughout the summer months of 2018. Each festival lasted 3 days, during which time, USP Promotion teams provided expert advice, a unique coffee experience and many beautiful Latte-Art creations. The impact-strong appearance was extremely well received and was successful as a crowd puller - over 10,000 wonderful Lavazza coffee creations found their way to the consumer! Due to very positive feedback, the Lavazza Coffee Truck will continue to be in use every weekend until the end of the year, stopping in front of various Coop megastores.