As a heritage coffee brand, Lavazza had strong loyalty among older consumers but lacked relevance with younger audiences. The challenge was to connect authentically with 18–34s and prompt them to consider Lavazza as part of their everyday coffee routine.
With TikTok being a cultural hub for Gen Z and millennials, we identified it as the key space for Lavazza to show up. Using social listening, we spotted a growing trend around the Biscoff Iced Latte, an opportunity no other brand had yet owned. We partnered with five foodie content creators and challenged them to put their own spin on the #LavazzaBiscoffLatte.
To maximise reach and test TikTok’s potential for Lavazza UK, we supported the creator content with a targeted paid media strategy resulting in 8.7M impressions. Influencer activity delivered a reach of 218K, and an overall engagement rate of 11%, exceeding the KPI by 83%
