Servizi

Communications

Brand Messaging & Storytelling

Events concepting & management

Influencer Marketing

Italian Press Office

Media strategy & partnerships

Product Placements

Reputation Management

Talent Activations

Strategic Consulting

Brand & Product Launch

Creativity

Copywriting

Creative Collaborations

Travel & Hospitality | Food & Wines

Illy

Illy Caffè, a symbol par excellence of quality coffee and Made in Italy in more than 140 countries, is one of the most prestigious Italian companies on the international scene. Founded in Trieste in 1933, Illy represents not only superior quality coffee, but also a deep commitment to the enhancement of its culture. When the company decided to strengthen its presence and image in the Italian market, it was looking for a boutique agency strongly connected with the hospitality and high-end food & wine sector. Therefore, from 2018 to 2021, it chose Grassi + Partners for strategic and operational support.
As the product press office, Grassi + Partners collaborated with Illy's communications department, dealing in particular with the Italian market. Our role included the launch of new products and consumer campaigns, as well as support for projects in the brand's target areas of Art, Design, Fine Dining and Sustainability. Along with media relations activities, we oversaw the scouting of target influencers for specific campaigns, ensuring that each project involved key figures capable of resonating with the desired audience. In parallel, we managed dedicated product seeding activities, ensuring that Illy's values were promoted in an authentic and creative way.
During the collaboration, Grassi + Partners played a crucial role in the success of several initiatives, including the launch of the first line of Nespresso® compatible capsules, the opening of new points of sale and in-store activations, and the enhancement of important partnerships such as Artissima, Biennale Arte, Michelin, Milan Fashion Week, The World's 50 Best, Il Salone del Mobile etc. An integral and ongoing part of the activity was the organization of press trips to Illy's production headquarters and to coffee growing countries, tasting experiences and educational visits to the University of Coffee enhancing the storytelling of the values at the heart of the company. Our integrated communication strategy enabled us to strengthen Illy's brand positioning at the high end of the industry by emphasizing its expression of a cultured and vibrantly evolved lifestyle.