Lavazza Partners with Hello Sunshine as Official Coffee of Reese’s Book Club
Lavazza is writing another chapter in its support of female businesses, talents, and stories by partnering with media company Hello Sunshine as the Official Coffee of Reese’s Book Club, a community founded by Reese Witherspoon that celebrates a new book each month with women at the story’s centre. The partnership encompasses a range of coffee-driven integrations and experiences that will launch over the coming months.
To kick off this partnership, Reese’s Book Club is launching “To Be Continued,” a five-part thriller series featuring RBC female authors: Sandie Jones (The Other Woman), Balli Kaur Jaswal (Erotic Stories for Punjabi Widows), Denise Mina (Conviction), Yangsze Choo (The Night Tiger), and Liv Constantine (The Last Mrs. Parrish). Each beautifully written chapter is narrated by one author, then artfully brought to life by a different female animator. The story began with the first chapter’s release on 4 March followed by a rolling release of the next three chapters with a conclusion today, 8 March, International Women’s Day. The series will air across Hello Sunshine and Reese’s Book Club’s social channels. “To Be Continued” is the opening scene for the partnership, with exciting developments to be announced soon.
Lavazza’s Sustainability Manifesto, released alongside its annual Sustainability report in 2020, places gender equality at the center of its goals making the partnership with Reese’s Book Club a perfect pairing. In 2020 Lavazza also launched the New Humanity campaign, a commitment to further expand the brand’s support of sustainability, diversity, and tolerance.
The partnership expands on Lavazza’s ongoing support of female-driven stories, having previously released its first documentary Coffee Defenders, a Path from Coca to Coffee. The film highlights the Lavazza Foundation’s work to enrich the lives of female coffee workers around the world through its sustainable development program which offers training in coffee farming with a special focus on women’s rights.
Founded by Reese Witherspoon, Hello Sunshine is a media company that puts women at the center of every story it creates, celebrates and discovers. Hello Sunshine tells stories across all platforms – from scripted and unscripted television, feature films, animated series, podcasts, audio storytelling, and digital series – all shining a light on where women are now and helping them chart a new path forward. Hello Sunshine is also home to Reese’s Book Club. Fast growing in reach and influence, this community is propelled by meaningful connections with stories, authors and fellow members. Reese’s Book Club sparks conversation – online and in real life- with many of its best-selling picks developed and produced for the screen by Hello Sunshine.
Lavazza, founded in Turin in 1895, has been owned by the Lavazza family for four generations. The Lavazza Group operates in more than 140 countries through its subsidiaries and distributors, with 70% of turnover generated on international markets. Companies that form part of the Lavazza Group include France’s Carte Noire and ESP (acquired in 2016 and 2017 respectively), Denmark’s Merrild (2015), North America’s Kicking Horse Coffee (2017), Italy’s Nims (2017), and the business of Australia’s Blue Pod Coffee Co (2018). At the end of 2018, following an acquisition, the Lavazza Professional Business Unit was created, which includes the Office Coffee Service (OCS) and Vending systems Flavia and Klix.