No paid media, a great brand experience and a focus on Instagram are priorities for Lavazza in the competitive coffee market in Australia this year.
Lavazza’s Italian sales director, Giampaolo Arpe, and marketing director Carlo Salvadori, are in Australia this week, and B&T caught up with them.
Salvadori (pictured) said: “In Australia we don't buy traditional media like many other brands, but rather we use our sponsorship activities, such as the L'Oreal Melbourne Fashion Festival and the Lavazza Palace Cinemas Italian Film Festival, to generate the newsworthy stories and images that are picked up on by the media.
“We use these events as well as other own-generated content to engage with our growing audience in social media – Instagram has really become a strong focus for us here.”
He said that Australians are becoming fussier in their coffee tastes, forcing firms such as Lavazza to be on the ball.
“Australians are becoming more discerning coffee drinkers and palates are changing, no longer is instant acceptable,” said Salvadori. “People who have a great coffee experience at a cafe or restaurant now what to replicate that at home and the market is now exploding with capsule machines. In Australia coffee is a lifestyle or social occasion whereas in Europe it is drunk quickly as we prefer espresso to your latte or cappuccino.”
The market is also more competitive here, compared to other countries, according to Salvadori: “Other countries may have one or two big dominant players but in Australia there is a mix of well-known brands and lots of specialty roasters. Our advantage is that we are a coffee company specialising in coffee and not a larger FMCG business juggling many brands and many priorities.”
So, what are Lavazza’s plans for Australia?
“The plans are to better connect the experiences we provide our consumers and amplify our message,” explained Salvadori. “We do some amazing activities such as the Lavazza marquee in the Birdcage at Flemington Racecourse for the Melbourne Cup Carnival, where guests get to experience the modern Italian sophistication that embodies Lavazza in Australia.