For over 130 years, Lavazza has been a driving force in the global coffee industry — built on quality, craftsmanship, and an Italian heritage that has traveled far beyond its origins. Today, that legacy extends across hospitality, cafés, retail, and ecommerce, where Lavazza has found a powerful new engine for growth.
Reaching premium buyers at the perfect moment
As online grocery shopping accelerated and consumer habits shifted toward the convenience of same-day delivery, Lavazza recognized an opportunity to connect with premium coffee buyers in a new way. The brand turned to Instacart as a strategic platform for reaching high-intent consumers right at the moment of purchase.
"Instacart lets Lavazza reach high-intent consumers right at the point of purchase, making it easy for them to discover and buy our premium coffee blends while getting the speed and flexibility of digital grocery shopping," said Melanie Wallner, Marketing Director.
By meeting consumers where they are already shopping for groceries, Lavazza has been able to position its premium blends as a natural part of the everyday cart — no compromise between quality and convenience required.
A multi-format strategy built for full-funnel impact
To drive both visibility and conversion on the platform, Lavazza has primarily utilized two ad formats: sponsored product and shoppable display. Together, these tools allow the brand to capture consumers with high purchase intent, build broader brand visibility, and drive discovery of its premium coffee lineup across the Instacart platform.
The approach reflects a deliberate balance between acquisition and retention — a dual mandate that Instacart is uniquely positioned to support.
"Compared to many retailer-specific programs, which tend to lean either toward prospecting or loyalty, Instacart lets us introduce Lavazza to new consumers while reinforcing loyalty among existing ones," said Wallner.
Building the brand, one new household at a time
The performance numbers have validated the strategy. 20% of sales have come from consumers who were entirely new to the Lavazza brand. Equally notable, Lavazza's campaigns on Instacart have consistently delivered strong efficiency gains by converting ad spend into measurable results in a highly competitive category.
These results underscore the platform's ability to drive meaningful business outcomes: both transactional volume, and brand expansion into new households.
A partnership built to drive results
Beyond the metrics, Lavazza has credited the quality of its working relationship with Instacart as a key factor in its success. The collaboration has extended far beyond a standard media placement to creative feedback, audience strategy, and continuous campaign optimization.
"It's a genuine partnership, not just a media buy,” said Wallner. “The Instacart team is responsive, collaborative, and always looking for ways to improve performance, which has made the relationship a real value-add for Lavazza.”
Meeting growing demand, online and on-Demand
For Lavazza, the success on Instacart is part of a broader recognition that ecommerce is a central channel. The brand has observed strong and growing demand from consumers who want premium coffee as a seamless part of their regular grocery order, and Instacart has proven to be the platform that meets them there.
As online grocery continues its upward trajectory, Lavazza expects retail media, and Instacart in particular, to play an increasingly significant role in driving both brand awareness and conversion.
What comes next for Lavazza
Looking ahead, Lavazza's ambitions in the U.S. market are clear: continue innovating for the American consumer, deepen partnerships with retailers and beyond, and bring the right products to consumers in the right way. At the heart of that mission is a commitment to winning new fans while staying true to the Italian heritage and values that have propelled the brand for more than 130 years.
As ecommerce channels like Instacart continue to grow, Lavazza is well-positioned to keep building on the momentum it has established — one premium cup of coffee, and one new household, at a time.
Prior results do not guarantee future outcomes.
This post contains third-party claims and descriptions provided by the featured third party brand. Instacart does not make any representation as to the accuracy or suitability of any of the information provided herein by the featured brand.
Looking to advertise with Instacart? Get started here.
