Case_lavazza

01
The challenge

The partnership with Lavazza has been long-standing since 2017, when the Turin-based company asked for our support to strengthen the brand awareness of organic coffee Alteco for the foodservice sector and the consequent engagement of the horeca channel.

In 2018-2019, we focused instead on the sustainable positioning of Tierra with engagement activities during events and fairs. In the last two years, the activity has focused on power brands Tierra and La reserva de Tierra for foodservice, with horeca engagement amplified through LifeGate channels.

01
La sfida di Lavazza

La partnership con Lavazza è di lunga durata e data al 2017, quando l’azienda torinese ha chiesto il nostro supporto per rafforzare la brand awareness del caffè biologico Alteco per il settore foodservice e il conseguente engagement del canale horeca.Nel 2018-2019, ci siamo invece concentrati sul posizionamento sostenibile di Tierra con attività di engagement durante eventi e fiere. Nell’ultimo biennio, l’attività si è focalizzata sui power brand Tierra e La reserva de Tierra per il foodservice, con engagement del settore horeca con amplificazione attraverso i canali LifeGate.

The Role of LifeGateIl ruolo di LifeGate

2017: ALTECO: Development of the special LifeGate Cafè project; creation of editorial and social content; development of an editorial plan dedicated to horeca; sponsorship of relevant events for the sector;
2018-2019: TIERRA. Social and environmental project for events and fairs; Lavazza Tierra One Like, One Coffee, an environmental initiative that protects 1 sqm of the Amazon Forest for every action taken by the consumer/visitor at various Lavazza Tierra events (fairs and shopping centers);
2020: creation of editorial, video and social content dedicated to Coffee Defenders;
2021: creation of a Content hub as a repository of editorial content, integrated with video interviews, and video recipes;
2022: the project continues, with the integration of new formats (videotalks, video recipes).

02
L'attività

Le soluzioni sono state diversificate negli anni: nella fase più recente, siamo stati partner del progetto Coffee Defender, e il nostro sito è diventato il luogo di amplificazione dei contenuti prodotti. Prima, abbiamo sponsorizzato il progetto LifeGate Cafè per il coinvolgimento dei locali attenti a un'offerta sostenibile, nella quale rientra il caffè Lavazza Alteco. Successivamente, abbiamo individuato opportunità di sponsorship di eventi strategici per il brand biologico Alteco in ambito B2B (Osservatorio sugli stili di vita sostenibili, Ecomondo, Seed&Chips, Milano Sostenibile).

02
The activity

The solutions have been diversified over the years: in the most recent phase, we have been partners in the Coffee Defender project, and our site has become the place for amplification of the produced content. Before that, we created the LifeGate Cafè project for the involvement of venues attentive to a sustainable offer, which included Lavazza Alteco coffee.
Then, we identified opportunities for sponsorship of strategic events for the Alteco organic brand in the B2B sector (Observatory on sustainable lifestyles, Ecomondo, Seed&Chips, Milan Sustainable). Later on, we supported La reserva de Tierra as a media partner, the sustainable coffee blends dedicated to bartenders and professionals with the creation of a content hub, and related editorial, video and social content. For the evolution of Coffee Defender, we narrated the experiences of Top Ambassadors, exceptional locations throughout Italy with recipes, video talks and interviews.

Case studies

Our impact as told by our clients

Brand communication

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Educational project

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Strategic communicationComunicazione strategica

What is the approach to becoming a sustainability leader in one’s reference industry? How to become a transformation driver for the entire sector?

Sustainability communicationComunicazione di sostenibilità

What is the best corporate website structure to enhance sustainability content and integrate sustainable strategy into business?

Come rafforzare il posizionamento sostenibile di Brand

How to strengthen sustainable brand positioning

01
The challenge

01
La sfida di Lavazza

The Role of LifeGateIl ruolo di LifeGate

02
L'attività