Premium hand-crafted Italian coffee machinery brand La Marzocco is a mainstay in cafes around the world. To launch its home brand in Australia, the team wanted to elevate the coffee culture inside the home. This shaped a strategy that was led by the lives of real people, connecting daily coffee rituals to products, services and storytelling.
INSIGHT
Coffee is more than a morning beverage
Australians aren’t all coffee afficionados, but we do enjoy the ritual of coffee as a mark of quality, passion and life-enriching connection. We spoke with over 500 coffee drinkers, to dig deep into when, why and how coffee shows up at home.
CHALLENGE
Our goal: To position La Marzocco Home’s premium coffee machinery as the ultimate solution for coffee at home, without eroding the role of the cafe.
SOLUTION
Leaning into La Marzocco’s connection with Australian cafes and coffee roasters (you will see one of their commercial machines in every notable coffee destination), we positioned the Home brand as the solution to bringing the warmth, ambition and quality synonymous with cafes, into homes everywhere.
Branding
Your one-stop shop for home coffee excellence
Together, we developed new product tiers, coffee subscriptions and experiences from trailblazing coffee roasters — as well as tutorials, a servicing network and online consultancy service — to give coffee lovers everything they needed from one destination.
Campaign
Unique stories bring modern coffee culture to life
The United By Passion content series celebrates the passions and routines of Australia’s most discerning coffee drinkers, in a series of five video and written profiles shared online, via paid media and as a printed journal.
experience
A digital experience designed for a new coffee normal
In 2020, cafe culture changed overnight. A streamlined digital experience introduced coffee lovers to La Marzocco Home’s Linea Mini coffee machine — the world’s original espresso technology designed for a world where your new favourite cafe is your kitchen.
PARTNERSHIP
Building momentum through partners & personalities
Lifestyle food icons and taste-making publications tell our story. Partnerships with acclaimed personalities Shane Delia, Alice Zaslavsky and Sarah Todd, and placements in Gourmet Traveller, make La Marzocco Home a staple of any Australian kitchen.
Andy Di Donato
Brand Director
La Marzocco Australia
outcome
Real business impact and deeper coffee experiences
+35%
above target sales per unit.
+78%
increase in ecommerce sales.
450 hrs
of virtual training delivered via video.
Strategy
Clare Acheson
Lily Keating
Giulia Tan
production
Adrian Beyerle
creative