Gaggia
Eighty years of Italian coffee craft.
A UK market that didn't know it yet.
Gaggia is one of the most storied names in coffee. Part of the Evoca Group, operating across more than 100 countries, the brand has been shaping espresso culture since 1948. In the UK, the opportunity was significant. The awareness wasn't.
Gaggia UK needed to build their presence in the Ho.Re.Ca market, generate genuine B2B leads through professional distributors, and reach the independent retailers who could champion the brand at ground level. They needed a team who understood both the commercial buying groups and the culture of coffee itself.
They got one.
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This wasn't a client we had to get up to speed on. Angel had worked extensively with large facilities management companies including Sodexo and Compass, two of the biggest players in the Ho.Re.Ca buying landscape, and understood how those purchasing decisions were made from the inside. The audience wasn't new territory. It was familiar ground.
Morgan, our Creative Director, is a genuine and serious coffee obsessive. That passion was visible when we presented and Gaggia felt it immediately. There's a difference between an agency pitching a coffee campaign and a team that actually cares about coffee. Clients in this world know the difference instantly.
Angel brought a lifelong love of Italian café culture to the brief, shaped by years of immersion in the food, the design, the pace, the ritual of it. Gaggia isn't just a product. It's a piece of Italian cultural history. Understanding that isn't something you can fake.
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We approached the work in two phases.
The first was about building Gaggia's presence in the UK market properly. We developed a full UK digital strategy covering paid search and social, built audience personas for the Ho.Re.Ca sector, and Josh created The Art of Perfection microsite from the ground up. The site included a gamified quiz matching users to their ideal machine, integrated with HubSpot for CRM and lead capture, alongside content and blogs designed to engage both existing customers and new prospects.
The brand campaign told the story of eighty years of craft. A brand video anchored the creative, with Morgan bringing the content to life on set, and paid social and paid search driving awareness and feeding leads into the system we'd built.
The second phase shifted focus toward lead generation through Gaggia's professional distributor network. We identified through testing which paid platforms delivered the best combination of lead quality and volume, then built a brand-led email strategy for each audience segment to nurture prospects through to conversion.
Two phases. One consistent story. The art of perfection, told across every channel.
