Space serves up Lavazza ¡Tierra! experience at the Wimbledon Championships

Lavazza, the premium Italian coffee brand and official Wimbledon partner, has launched an activation at this year’s Championships that helps tens of thousands of visitors to discover the story of Lavazza ¡Tierra! coffee.

Lavazza has a long-standing association with The Championships and this year the partnership will be focussed on sustainability and biodiversity.

Developed by creative agency Space, the Wimbledon activation aims to drive trial of the Lavazza ¡Tierra! range, whilst educating visitors to SW19 about the long-term sustainability commitments and initiatives of the Lavazza foundation, as well as highlighting Lavazza ¡Tierra! product features and coffee preparation methods.

There are two separate activation points within the famous Wimbledon queue, providing tennis fans with a premium coffee experience.

The first is the Lavazza Airstream trailer, where trained baristas will sample and educate consumers on the ¡Tierra! range. QR codes feature on bespoke Lavazza Wimbledon designed cups, offering chances for those scanning to win Championship-inspired prizes.

The second is the Lavazza Cabana which is clad with sustainable wood, living foliage and signage reflecting the brand’s sustainable credentials. The Cabana, an out of commission structure once used by Wimbledon, has been given a second life by Lavazza who liaised with The Championships horticultural team for inspiration on the foliage design.

Not only will the Cabana now be re-used, but the foliage will be replanted after use. Once again, Lavazza trained baristas serve up complimentary ¡Tierra! coffee, whilst brand ambassadors invite guests to “spin to win” prizes through a gamified app. Visitors can win from an instant win prize pool containing ground passes and merchandise, free coffee vouchers and exclusive offers for at Even more prizes are up for grabs for visitors that capture their best Lavazza moment of the day and tag @lavazzauk on Instagram.

Additionally, Lavazza brand ambassadors will be at the famous “Henman Hill”, located within the Wimbledon club grounds, where Lavazza will be offering tennis fans the chance to win a complimentary coffee at the ‘’Lavazza at the Hill’’ coffee shop via the digital game app.

Lavazza’s sustainability commitments include:

  • An upcycled event structure, reused after the Championships.
  • Living wall foliage, replanted after the Championships.
  • Service wastewater, reused to water foliage.
  • Sampling materials recycled or recyclable.
  • Waste coffee grinds, used for fertiliser.
  • Promotional vouchers printed on wildflower-seed-infused paper, planted after the Championships.

Space has been responsible for all concept, design, digital development, production, and event management for Lavazza at Wimbledon.

Lavazza ¡Tierra! is the coffee range that brings to life the sustainable projects of the Lavazza Foundation which helps coffee producers improve the quality of their products whilst encouraging the development of their entrepreneurial skills leading to a better future. Three blends comprise the Lavazza ¡Tierra! range for UK consumers to buy at home:

  • ¡Tierra! for Planet – a premium, organically grown coffee, inspired by the Lavazza Foundation’s commitment to supporting farming communities around the world to grow coffee in more sustainable ways and manage the effects of climate change.
  • ¡Tierra! for Africa – a premium blend is inspired by the Lavazza Foundation’s projects in the area, which support new and younger generations of farmers by teaching them innovative agricultural techniques and fostering their entrepreneurial management skills.
  • ¡Tierra! for Amazonia – a premium coffee inspired by the Lavazza Foundation’s projects with indigenous communities in Peru to support the reforestation of the Amazon rainforest and promote forest conservation.​

The Lavazza ¡Tierra! at Wimbledon activation runs throughout this year’s Championships from Monday 3rd July 2023 to Sunday 16th July 2023.

‘’What a joy it’s been to begin our working relationship with the Lavazza team on such an iconic and prestigious event within the Lavazza calendar. The initiatives that the Lavazza ¡Tierra! brand spearhead deliver such inspiration and change to the coffee community across the globe and we’re proud to have been able to help Lavazza share that message to tens of thousands of visitors at Wimbledon 2023’’.
Dan Eaves, Head of Client Development at Space

Lavazza has been the official coffee partner of Wimbledon for over a decade and, last year, extended its association with The Championships until 2025.

Space also works directly with the All England Lawn Tennis Club and has been responsible for its annual OOH campaign promoting The Championships for the past 12 years.

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