JWT+H+F and Mastro Lorenzo love the Italian coffee pleasure
The agency JWT+H+F has created a new campaign for Mastro Lorenzo - a declaration of love for the Italian culture of enjoyment. The aim is to sharpen the image of the coffee brand in Switzerland.
Both advertisements and TV commercials are being launched this week under the new claim "Mastro Lorenzo - Ti amo". In them, representatives of "Italianità" have their say: baristas explain how much Mediterranean passion there is in a cup of Mastro Lorenzo. Their statements are accompanied by a striking sound logo. In keeping with the concept, a cover of Umberto Tozzi's hit Ti amo was created.
Away from the traditional media, the baristas are making direct contact with consumers: For several weeks now, a mobile piazza with a coffee bar has been touring the country and making stops at trade fairs in major cities. Visitors to Fespo and Muba, for example, were able to enjoy a freshly prepared espresso or caffè crème. The campaign is rounded off with various POS activities.
As part of a brand analysis, it was determined that Mastro Lorenzo contains everything that the Swiss appreciate about Italy, the advertisers said in a press release. The passion for the finer things in life is expressed in the use of the best raw materials as well as in the time that is taken for production and enjoyment. Mastro Lorenzo not only guarantees excellent coffee, but is also a perfect ambassador for the Italian way of life.
Responsible at Kraft Foods Europe/Switzerland: Marco Gottschalk (Marketing Manager Coffee), Daniel Kessler (Brand Manager Coffee). Responsible at JWT+H+F: Remy Fabrikant (overall responsibility), Enrico Bachmann (concept), Roger Dobmann (art direction), Nina Treml, Mathias Bart (text), Vanessa Lehmann-Spalleck (consulting), Rainer Bühler (strategy), David Guntern (image processing/DTP), Constantine Wrage, Lamar Hawkins (FFF). Composition: Moritz Schneider. Music mix: Jingle Jungle. Responsible at Manifesto Film: Reto Salimbeni (Director), Filip Zumbrunn (DOP), Shannon Mildon (Director Producer), Daniela Berther (Producer), Michael Graf (Post Production). Photography: Jonathan Heyer.
