%201.svg){kind=logo}
Challenge
Lavazza is one of the world's most recognizable coffee brands, but that global reputation wasn't translating into brand awareness or share of voice in Canada. Without an established agency partner in the market, Lavazza lacked the on-the-ground perspective needed to understand Canadian regional nuances, audience behaviours, and purchasing habits, the kind of insight that separates a brand that's simply known from one that feels genuinely relevant to how people actually shop and drink coffee day to day.
The challenge wasn't building awareness from zero; it was translating an iconic global identity into local cultural currency, in a market Lavazza hadn't yet had the right partner to navigate.
Our Approach
Lavazza tapped Talk Shop as its first Canadian agency partner to unearth national and regional insights to support target audiences and their purchasing needs. Talk Shop developed a 360° campaign that brought together large-scale experiential, influencer partnerships, earned media, and social integration into a cohesive, culturally resonant program.
The unified approach worked with a united vision to build awareness, increase consumer consideration and increase market share. A blended mix of always on tactics continue to tell the brand’s story through proactive media relations and social media storytelling while orchestrated activations create new opportunities for audiences to become immersed in the brand and what it’s all about.
Results
Talk Shop has supported 5+ major partnerships for Lavazza including presence at ICFF, Montreal Jazz Festival, TIFF and a specialized Western Canada approach to broaden brand awareness beyond Ontario and Quebec.
Successful PR campaign around first-of-its-kind partnership with George Brown College’s hospitality program, featuring a coffee education series and ongoing student engagement
The brand has seen an 287% YOY increase in engagement and a 28% YOY life in follower count across their Meta profile
Since our partnership kicked off earlier this year, PR has yielded over 300 pieces of coverage and 115M earned impressions through always-on media relations, event PR support, partnership announcements, and thought leadership opportunities
Talk Shop’s media relations efforts increased Lavazza’s share of voice by 27% over the span of twelve months.
Let’s Talk Shop.
Thank you for your submission!
Public Relations Case Studies
How Talk Shop helped Snowflake turn its expansion into a compelling employer brand story, building visibility and credibility with engineering talent in a competitive new market.
How Talk Shop helped Sunnybrook Foundation turn a $10-million philanthropic commitment into a national conversation about the future of severe OCD care.
.jpg)
Consumer
How Talk Shop helped Purolator turn a seasonal shipping offer into an award-winning creator-led gifting exchange centred around connection.