Overview
illy came to Magrino with a desire to grow their brand among U.S. consumers and demonstrate their commitment to crafting the finest coffee experience. As illy’s agency of record, Magrino was tasked with solidifying the brand’s reputation as an industry-leading champion of quality and sustainability.
Our Solution
Magrino understood the importance of differentiating illy from its competitors to establish the brand as an industry leader in regenerative agriculture that doesn’t sacrifice quality for convenience. Specifically targeting food and lifestyle publications, Magrino consistently pushed the narrative that illy’s products are intended for consumers looking for the highest quality cup of coffee. To add further credibility, Magrino also conducted targeted outreach to trade media, offering commentary from illy Chairman Andrea Illy and Master Barista Giorgio Milos regarding illy’s sustainable practices and the difference in quality compared to other coffees on the market today.
Additionally, Magrino leveraged illy’s brand partnerships, like its furniture collaboration with Kartell and partnership with United Airlines, to further drive brand awareness among key audiences and shed light on the brand’s unwavering commitment to quality and sustainability. Seasonal moments such as the holiday season, Mother’s Day, and Back to School also allowed Magrino to demonstrate the variety of illy’s offerings, no matter your coffee set-up or preferred roast.
Results
Magrino secured brand placements in Food & Wine, Good Housekeeping, Good Morning America, Green Matters, Food Dive, and more key food and lifestyle outlets, resulting in over 6.4 billion impressions in 2024.
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