Italian coffee brand, Lavazza, teamed up with Amplifythe live events agency, to create a brand-led summer experiential campaign that reinforced Lavazza’s position as an expert of the coffee world.
To help the brand reach a new younger audience, Amplify created a Waves of Coffee workshop experience for this year’s Wilderness Festival in Cornbury Park, Oxfordshire. 
Building on the success of last year’s Wimbledon and Wilderness Festival collaborations between Lavazza and Amplify, the 2017 campaign was centred around a premium branded café that showcased Lavazza’s full product portfolio whilst immersing festivalgoers in the brand’s Italian heritage.
The Lavazza brand experience was amplified through an intimate workshop space where customers journeyed through the Waves of Coffee to experience coffee’s different eras and trends, from instant through to artisan and the futuristic brews of tomorrow. 
By night, Lavazza’s café transformed into a coffee-themed cocktail bar, complete with a resident DJ, to engage younger people who see cocktails as a gateway to drinking coffee.
Outside the café, ambassadors on Lavazza-branded tricycles visited the festival’s campsites in the mornings, providing free Prontissimo instant coffee.
Lavazza’s UK head of marketing, Lucinda Brett, commented: “Last year’s collaborations with Amplify generated worldwide interest so the bar has been set high. But with this year’s ‘Waves of Coffee’ experience taking festivalgoers on a journey from instant coffee through to the cutting-edge science of tomorrow, we’re confident we’ll have another much talked-about experience on our hands.”
Amplify’s founder, Jonathan Emmins, added: “The festival environment is the perfect place to engage Lavazza’s young target audience. By creating the highly memorable ‘Waves of Coffee’ experience, Lavazza is able to reinforce its expertise whilst nurturing a long dwell that means the brand can interact with its audience in a meaningful way.”