Lavazza Mosaic: building Australia's first Italian coffee sub-brand

When a global brand asks you to create something that's never been done before — an entirely new sub-brand developed outside its home market — the strategic stakes are high. The creative stakes are higher. We delivered both.

The challenge

Lavazza needed to modernise their B2B presence in the Australian market and find a way to market their office coffee solutions that went beyond product features. The brief was ambitious: develop Mosaic by Lavazza, the first Lavazza sub-brand ever created entirely outside Italy, and take it to market in a way that reflected both the brand's European heritage and its genuine relevance to Australian coffee culture.

This wasn't a campaign brief. It was a brand and go-to-market brief — requiring a positioning foundation, a creative direction, and a digital experience that could carry the weight of the launch.

The work

We developed the brand strategy and go-to-market approach for Mosaic, then built the digital centrepiece of the launch: a visually immersive microsite that brought the brand to life through collaborations with Australian artists and dynamic content experiences.

The strategy was designed to do two things at once — create genuine cultural resonance with the Mosaic brand positioning, and drive measurable B2B lead generation. Those two goals don't always sit comfortably together. Getting the balance right required clarity on what the brand stood for before any creative decisions were made.

The outcome

The microsite achieved a 33.6% conversion rate and generated 250+ qualified leads, with visitors spending an average of 2 minutes 42 seconds engaged with the content — well above B2B benchmarks. The broader campaign delivered 543 leads against a target of 200, a result of 271% of goal, launched mid-pandemic.

A global web excellence award brings recognition

The work won a global Web Excellence Award — recognition that the strategic and creative foundations held up under international scrutiny.

"Bc were instrumental in helping us surpass our year one lead generation goals. They understood our unique business objectives at every stage of the campaign journey."

Laura Malseed, Digital Strategy Manager, Lavazza