Lavazza gives its ‘More than Italian’ campaign a refresh ahead of Christmas

Celebrated Italian coffee brand, Lavazza, is releasing an updated version of its successful ‘More than Italian’ commercial ahead of the Christmas festivities. Airing from 16^thNovember, the campaign will run for six weeks across TV and digital channels in UK & Ireland.

The ‘More than Italian’ TV creative first made its way to our screens in 2018 to raise awareness of Lavazza in a fresh and entertaining way. In 2019, Lavazza built on this campaign with the introduction of Lavazza Eco Caps, the first industrially compostable capsules. This year sees Lavazza’s third ‘More than Italian’ commercial live across UK & Ireland. Running over 30” and 20”, the ad includes traditional cameo appearances from a few Premier League football players; one version featuring Liverpool FC’s Roberto Firmino, James Milner and Diogo Jota, and the other featuring Arsenal’s Nicolas Pépé, Dani Ceballos and Alexandre Lacazette.

As well as celebrating Lavazza’s successful ongoing partnerships with both football clubs, the new commercial also includes a 10” 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.

David Rogers, Managing Director at Lavazza UK said: “The More than Italian campaign is all about Lavazza taking to the world the coffee experience in all its forms, thanks to the expertise and the pioneering spirit of the company that, for four generations, has created a huge variety of blends and mastered all different coffee preparations, starting from its leadership position in espresso. It’s great that we could bring in again some of our key partners to this year’s ad to really celebrate Lavazza’s offering and sustainability message!”

From 23^rd November, the campaign will also run across digital channels including VOD, paid social media and Liverpool and Arsenal’s own channels. There will be four different videos that promote the Lavazza My Way subscription offering, with the football players as the main protagonists.

The £2.5m campaign has a predicted share of voice of 26% over November and December, running from 16^th November until 27^thDecember.

Source: Lavazza

  Creative, David Rogers, Lavazza, More than Italian, TV