Italian coffee giant Lavazza has launched a new multi-channel campaign in the UK starring Hollywood stars John Krasinski and Steve Carell.
The campaign is set to roll out across video, digital platforms and out of home (OOH) – including in 20-plus locations around London.
Its flagship 30-spot features Krasinski and Carell alongside Lavazza’s coffee-serving robot Luigi.
It would celebrate “the excellence and unmistakable pleasure of authentic Italian coffee”, said Lavazza.
Accompanying OOH activity, meanwhile, features Lavazza’s ‘pleasure makes us human’ strapline alongside “a dreamlike depiction of an Italian woman in a visual expression of that moment of pleasure”.
“With the ‘pleasure makes us human’ campaign, Lavazza takes its brand communication to the next level,” said Lavazza Group CMO Carlo Colpo. “This new platform celebrates the pleasure of human experience, finding delight even in the simplest moments – like enjoying a cup of coffee.”
The push comes after Lavazza sales grew by 6.4% (£5.1m) last year [NIQ 52 we 6 September 2025]. Volumes, however, slid by 15.6%, or 757,323 kilos.
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