‘It’s coming home…’, that phrase you might have heard one too many times in the past few months, so much so it could be summer 2018’s catchphrase. There seems little doubt the season will be difficult to forget: a gloriously warm ‘Great British’ summer, celebrations began early, kicking off with the nation’s party-loving prince marrying Suits star Meghan Markle. The early signs of an unusually hot summer didn’t disappoint with the Met Office now suggesting this summer might be the hottest on record, and if not the hottest, certainly in the top ten.

And perhaps even more unexpected than the soaring temperatures was England’s World Cup success. After a disappointing performance in 2014, where we failed to make it beyond the group stages, England’s loyal fans remained as optimistic as ever, but no one was holding their breath. The almost-perfect combination of good weather coupled with sporting success proved to be welcome news to England’s pubs which saw a 33 per cent rise in sales on the day of England’s first World Cup game and, according to Food Manufacturer, an extra £28 million was spent on beer and cider in the first week of the World Cup alone, (in comparison to the same week the previous year). A CO²crisis threatening beer production managed not to disrupt World Cup jubilation and the casual drinking atmosphere reminiscent of our European counterparts and holidays on the continent certainly seems here to stay.

Showing it was not to be outdone by the World Cup frenzy, Wimbledon’s attraction remained as strong as ever and continued to be a highlight of the season with crowds flocking to the All England Tennis Club to catch a glimpse of the action. Despite injury rendering national hero Andy Murray unable to compete, emerging home-grown talent through the likes of Johanna Konta and Katie Boulter gave us reason to celebrate. Nothing seems quite so quintessentially British than a day at Wimbledon where Pimm’s, strawberries and royalty were all in abundance.

FOCUS client Lavazza, Official Coffee of The Championships for the eighth-year running, welcomed back its Global Ambassador to The Championships, tennis legend Andre Agassi.

Lavazza brought its culinary experience and experimentation to the lawns of the UK’s most prestigious tennis tournament as it played host to its global chef ambassadors from some of the most acclaimed Michelin-starred restaurants in the world, including the UK’s Shaun Rankin of Ormer Mayfair, renowned Italian chef Carlo Cracco and famed pastry chef Ernst Knam.

In addition, Britain’s most famous queue saw many of Lavazza’s ambassadors pitching up at Lavazza’s Queue Café where tennis fans stopped by for complimentary Lavazza coffee to keep them fuelled ahead of entry to the tournament. Also on-site was the famous Ripplemaker allowing visitors to customise their foamy cappuccinos and lattes with selfies and photos of their favourite tennis idols.

This year’s campaign has been our most successful to date with over 185 pieces of editorial coverage (+313% increase on number of articles in 2017), including three broadcast segments on CNBC, Bloomberg, BBC Worldwide, and 19 print pieces, with 12 billion+ impressions. The results saw Lavazza appear in top target titles with key messaging highlighting Lavazza’s premium quality credentials supported by commentary from the brand’s spokespeople. Across social media, Lavazza saw 230 posts shared by influencers across a four-day period, with a reach of 81k impressions.

With such a commendable summer of sport, how will brands top their sales and brand awareness this time next year? Planning is underway.

Written by Natasha Downie

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