mosaic

    A fresh blend: How Mosaic by Lavazza captured Australia's coffee culture

    1 min
    mosaic

    Industry

    Food and Beverage Manufacturing

    Challenge

    Lavazza faced a pivotal moment in Australia. Despite their European prestige, they saw local coffee preferences shifting towards artisanal, locally-inspired offerings. After an extensive market analysis and consultation with industry experts, Mosaic was born - Lavazza's dedication to the sophisticated Australian coffee culture it helped to build.

    As Lavazza's digital partner, we created Mosaic's online home and powered its market entry through:

    • Targeted social campaigns: Strategic LinkedIn promotion to reach key food service decision-makers
    • Industry media: Placements in sector-specific publications
    • Event presence: Direct engagement at trade shows
    • Sales enablement: Digital tools to support the sales team's customer conversations

    Results

    Mosaic by Lavazza's new microsite marked a significant milestone for the company - it was Lavazza's first sub-brand created entirely outside of Italy. The stunning digital platform not only showcased the fresh, innovative brand but also proved highly effective as a lead generation hub, securing 258 form submissions during the launch period. The site successfully unified Mosaic's digital presence across online channels, trade events, and the sales team's direct outreach efforts.

    Key Services

    Web design
    Web development
    Content marketing
    SEO
    HubSpot services
    https://mosaic.lavazzabusinesssolutions.com.au/

    About Mosaic by Lavazza

    Australia's sophisticated coffee culture demanded something special - a challenge Lavazza embraced by creating Mosaic, their first-ever sub-brand developed entirely outside Italy. This wasn't just another coffee launch. It was a bold move by one of the leading coffee brands globally to craft something uniquely Australian, blending local coffee preferences with Lavazza's more than a century-old expertise.

    "We needed a digital presence that would match the brand's ambition," says Laura Malseed, Digital Strategy Manager at Lavazza. "Brand chemistry was the perfect partner to bring Mosaic's story to life online."

    Standing out in a crowded market

    In Australia's fiercely competitive coffee scene, even global brands need to prove themselves. Local coffee lovers are discerning, with a strong preference for artisanal and homegrown offerings. Lavazza knew that launching Mosaic would require more than their Italian heritage - they needed to speak directly to Australian tastes.

    The brand needed a digital home that could do more than just look good. It needed to tell Mosaic's story, showcase its products, and convert visitors into leads - all while serving as the cornerstone of their market entry strategy.

    Crafting the perfect (digital) blend

    We partnered with Lavazza to create more than just a website - we built a digital experience that would both captivate visitors and drive business results. The project brought together:

    • A story worth sharing: Through rich visuals and compelling content, we showcased Mosaic's commitment to quality and its deep connection to Australian coffee culture.
    • Smart lead capture: We integrated HubSpot-powered forms that made it easy for visitors to connect with the brand while gathering valuable customer insights.
    • Innovation in packaging: Our dynamic QR code solution meant customers could access real-time information about single-origin blends, eliminating the need for frequent packaging updates and reducing waste.
    • Search visibility: Strategic SEO implementation ensured the right audiences could find Mosaic organically.

    The site launched as the digital cornerstone of Mosaic's market entry, supporting everything from trade events to sales team conversations.

    Digital excellence delivers

    The Mosaic by Lavazza microsite exceeded expectations, proving instrumental to the brand's Australian launch. Key achievements include:

    • A standout brand showcase: The site brought Mosaic's visual identity to life, featuring stunning collaborations with Australian artist Daimon Downey.
    • Powerful lead generation results:
      • 33.6% landing page conversion rate
      • Over 250 leads
      • Average site engagement of 2.7 minutes per visitor

    A foundation for growth

    The Mosaic by Lavazza microsite established a strong digital presence and laid the groundwork for the brand’s continued success in the Australian market. By blending Lavazza’s innovative vision with Brand chemistry’s expertise, the project delivered both strategic impact and measurable results.

    “Mosaic is a significant project for our team and the global business. The new digital platform looks fantastic and effectively showcases Mosaic's commitment to quality and its connection to Australian coffee culture. 

    "The impressive lead generation results and strong digital presence have laid a solid foundation for our continued success in the Australian market. I’ve been extremely impressed and grateful for the flexibility and enthusiasm Brand chemistry brought to the project.”

    Marcus Lo Russo
    Marketing Director – Australia
    Brittany Pannett, Head of Marketing, Nomos One

    Working with Bc is like having another team member in the room - a colleague brings fresh ideas and perspectives to the table. They aren't a transactional agency, they're invested in our success. 

    Brittany Pannett
    Head of Marketing at Nomos One
    Read case study
    Laura Malseed

    Bc was instrumental in helping us surpass our lead generation goals. They understood our business objectives at every stage of the campaign journey, helped make our online presence more cohesive, and showed their commitment to excellent strategy delivery.

    Laura Malseed
    Digital Strategy Manager at Lavazza
    Read case study
    Nicole Carbone

    As always, Bc has been proactive and transparent throughout the project. With the experts they have running it, we can trust that they will always drive the best results for our business. 

    Nicole Carbone
    National Marketing Manager at Higgins Coatings
    Read case study
    Brittany Pannett, Head of Marketing, Nomos One

    Working with Bc is like having another team member in the room - a colleague brings fresh ideas and perspectives to the table. They aren't a transactional agency, they're invested in our success. 

    Brittany Pannett
    Head of Marketing at Nomos One
    Read case study
    Laura Malseed

    Bc was instrumental in helping us surpass our lead generation goals. They understood our business objectives at every stage of the campaign journey, helped make our online presence more cohesive, and showed their commitment to excellent strategy delivery.

    Laura Malseed
    Digital Strategy Manager at Lavazza
    Read case study
    Nicole Carbone

    As always, Bc has been proactive and transparent throughout the project. With the experts they have running it, we can trust that they will always drive the best results for our business. 

    Nicole Carbone
    National Marketing Manager at Higgins Coatings
    Read case study
    Read more case studies

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