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USP Roadshow at Street Food Festivals for Lavazza

27. Oktober 2018

Lavazza sells premium coffee in the right form for any occasion. Even today, more than 120 years after being founded, Italy’s no. 1 traditional roaster remains convinced that the enjoyment of Lavazza’s typically Italian coffees serves one purpose in particular: To bring all kinds of people together, and from every country.

USP was commissioned by Coca-Cola HBC Schweiz AG to communicate the values and to anchor the brand in the emotional world of the target group. It was also asked to design a branded and high-impact presentation and to take charge of organisation for 14 street food festivals. Lavazza was keen to include trials in the live marketing project to convince consumers of the delicious coffee taste and to give them an emotional experience of the traditional world of Italianità by Lavazza.

Street food festivals as the ideal platform

USP prepared a creative and emotional street food concept for Lavazza: It is built around a coffee truck in classic street food style that was completely refurbished for Lavazza. USP’s custom-built and extensively converted FIAT 616 Coffee Truck that was used for the live marketing project exudes classic Italianità paired with trendy coolness – and the fully equipped vintage vehicle is an absolute eye-catcher as well. Besides that, the truck is completely operational thanks to a full overhaul and new top with a well-designed interior.

In keeping with Italian style and street food tradition, the coffee is enjoyed standing up – high-quality bar tables, hand-written slates and other harmonious decorative elements round off the overall look.

Branded activation for a completely coherent experience

USP also staged a barista show for additional activation at the event: The show is built around a Latte Art Workshop, during which a barista introduces visitors to the art of preparing a proper latte, i.e. the creation of elaborate milk foam decorations. Every coffee enthusiast is invited to try their hands at being a barista and to acquire the necessary knowledge to take their skills home during a question & answer session. In addition, visitors have the option to enter a great competition with the chance to win a unique barista course and other attractive prizes.

The whole project was rounded off by a premium partnership with Streetfood-Festivals.ch, the Swiss leader in the organisation of similar events. As an official sponsor, Lavazza therefore acquired yet another tailored communication platform within the festival landscape.

USP Partner designed the event on behalf of Lavazza, including the planning, creation and construction of the elaborately converted coffee truck. In addition, USP was in charge of the entire scheduling and organisation for this promotion: Negotiation and conclusion of the sponsoring deal with the organiser of the street food festivals, tour and event planning, recruitment of personnel (promoters and baristas) incl. extensive training as well as logistics, set-up and dismantling.

USP Partner worked with Lavazza on 14 street food festivals from April 2018 until the end of September. The USP promotion team provided competent advice, a unique coffee experience and plenty of beautiful latte art designs during the three-day events at each location. The high-impact show was rapturously received and drew crowds of interested visitors – and more than 10,000 magnificent Lavazza coffee creations were served to consumers in the process!

Due to the very positive response, the Lavazza coffee truck will remain up and running every weekend until the end of the year, making stops in front of various Coop Megastores – again with USP as the coordinating agency.

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