#NewTradition for Lavazza at Wimbledon 2013

#NewTradition for Lavazza at Wimbledon 2013


Game, set, match!

Traditionally Wimbledon is a time for great tennis, strawberries and the unpredictable English weather. However for the third year running a new tradition is taking over SW19. Coffee. Not only that, it's Italian coffee. So, is there a place for a very Italian brand in a very British setting?

Lavazza's campaign is focused around the new traditions surrounding the tennis tournament, one of which, they have been determined to make, drinking coffee. During the run up to the Championships, Lavazza, through their agency Focus PR, encouraged food and lifestyle bloggers to compete to win tickets and more.

The aim was to engage with the online community, urging them to combine Lavazza with a British contemporary tradition that best reflects how they enjoy the Italian coffee. In the process, creating their own New Tradition. Lavazza's Twitter followers increased by over 1,000 in the first two weeks of the challenge, all building towards their aim to serve more than one million coffees, to more than 500,000 tennis fans over the tournament’s two-week period. Considering the top flight players from America serving from all angles, this exposure is vital in helping them outplay the competition, to become an essential part of the British coffee routine.

One of the finalists, Ashley Deverell, avoided any prospect of a tiebreaker with witty posts and an original video uploaded to YouTube.



So with Italian uniforms (for the linesmen, women and the umpires) as well as the coffee, are the Italians making a play for centre court at Wimbledon? Well, certainly they haven't made such an impact since Adriano Panatta in the 1970s. However overall Wimbledon looks set to remain a quintessentially British event.

Hopefully Andy Murray will put an end to the 77 year drought for a British Wimbledon champion.

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