What moved (Aug '25 – Jul '26)
| Metric | Aug 2025 → Jul 2026 | Change |
|---|---|---|
| Awareness | 36% → 48% | +12pp |
| Claimed Usage | 15% → 20% | +5pp |
| Preference | 7% → 14% | +7pp |
What's behind the growth
Lavazza's UK brand-building starts with a big campaign swing.
Its global "Pleasure Makes Us Human" platform, which Lavazza's own newsroom says launched in 2024 starring Hollywood actors John Krasinski and Steve Carell alongside its sentient robot character Luigi, landed a dedicated UK push in December 2025, when The Grocer reported that Lavazza ran the campaign across video, digital and outdoor advertising at more than 20 high-footfall London locations.
On sponsorship, World Coffee Portal reported in July 2026 that Lavazza renewed its Wimbledon partnership after fifteen years as the tournament's official coffee, alongside longer-running tie-ins with Royal Ascot, where Lavazza's own site describes itself as Official Coffee of the racecourse, and Arsenal FC, where Lavazza's own site describes an ongoing community partnership including barista training and matchday giveaways.
Comunicaffe reported in May 2026 that it also extended Jannik Sinner's ambassador deal to 2030.
On community and experience, Lavazza expanded its UK Barista Challenge into 2025 and 2026, per its own site, offering competing baristas a Speciality Coffee Association support package and a trip to its Turin headquarters, while Agencyspace reported that its Wimbledon conveyor-belt activation in June 2026, fronted by Sinner as the tournament's back-to-back champion, served its new ready-to-drink range, developed with dairy company Müller, to fans.
