Lavazza has been the ‘Official Coffee of Wimbledon’ since 2011, and this year like every other, they provided smooth, tasty hot and cold coffee to the thousands of tennis fans in attendance each day.

The queue at Wimbledon is renowned for its lively atmosphere and incredibly long wait times. As official coffee sponsor for the 6th year, Lavazza wanted to encourage queuegoers to spend more time engaging with, sampling and learning about Lavazza.

As plenty of other brands also activate in the queue and across the championship, Lavazza needed to find something to stand out from the crowd. So, with a little bit of innovation, We Are Social and Amplify found a unique way of telling the story of #TheQueue through Lavazza's actual coffee, by printing selfies on cups of coffee using using a coffee ripples imprinting machine on-site.

Through this mechanic, we found a key point of difference for Lavazza to stand out from other Wimbledon sponsors, by creating beautiful content and surprising fans looking for a pick-me-up after hours standing in line in the infamous queue.

Coffee fans flocked to the Lavazza activation point in the queue to add their selfies and photos to their Lavazza coffees. Word quickly spread, with the likes of Mashable, Forbes and The Verge covering the #MoreToTaste campaign.

Even Judy Murray popped in to give it a go...

The social campaign was extremely successful, reaching over 1.75 million people and accumulating 1,131 brand mentions across all social platforms over the 2 week period. I think it’s fair to say that is officially game, set, match, and we look forward to next year’s Wimbledon antics.