Law & Kenneth to brew Lavazza

The agency's mandate includes handling the entire Lavazza portfolio, right from coffee shops to vending services, and other traditional businesses.

The long-awaited decision that has been brewing for several months has finally been taken. The Italian coffee major Lavazza has appointed Law & Kenneth (L&K) as its strategic and creative solutions agency in India. Alok Nanda & Company (ANC) has worked on the communication for this account in the past.

The agency's association with Lavazza is slated to be a long-term one. The development is in sync with the company's plans to focus on growing its business in the Indian market.

Anil Nair, chief executive officer and managing partner, Law & Kenneth, has confirmed the development to afaqs!.

Law & Kenneth's mandate includes handling the entire portfolio of the Lavazza business, right from coffee shops to vending services, and other traditional businesses. The agency will also work towards spreading the coffee culture in the country.

Recall that in March this year, afaqs! reported that Lavazza was on the lookout for a creative partner in India. While a major part of the pitch process took place in Chennai, the Lavazza officials based in Italy, had a significant role to play in the agency's selection process.

Speaking about the pitch, Nair says, "It was a big challenge for us to decode each business line of Lavazza in India and understand its target groups."

Among the factors that helped L&K clinch this win, it was the agency's in-depth understanding of the market and the brands' target groups, as well as inputs received on how to reach the relevant consumers across various touch points through different media platforms.

It may be noted that the Lavazza Group has three key brands under its umbrella in India, namely, Barista Lavazza, Fresh & Honest Café (FHCL), and Espression.

In 2007, Lavazza entered the Indian market by acquiring Barista Coffee Company and FHCL. As part of the acquisition, an agreement between Lavazza and Sterling Infotech Group was signed in Mumbai. Now, by bringing L&K on board, the company has taken a step towards strengthening its presence in the Indian market.

Lavazza is present in over 90 countries around the world, with 17 billion cups of Lavazza coffee consumed worldwide, every year.