Coffee brand Lavazza has re-upped its partnership with the Toronto International Film Festival (TIFF), making it the official coffee partner of the fest for 2024.

As part of the continued partnership, Lavazza will bring several activations to key locations, such as Festival Street, Industry Centre Café at the Hyatt Regency, TIFF Lightbox, Industry Conference at Glenn Gould Studios, and all major theaters including Roy Thomson Hall, Princess of Wales Theatre, and Royal Alexandra Theatre.

The activations will include a sweepstakes to win a one-year supply of Lavazza’s premium Qualità Oro blend. Guests will also receive items like friendship bracelets, dry samples of Qualità Oro, and coffee cup stickers. Additionally, Lavazza will set up a café offering a relaxing space where guests can sample the brand’s signature coffee.

The sponsorship “not only underscores Lavazza’s dedication to providing premium coffee experiences to consumers worldwide but also teases the brand’s new refresh, “Dolcevita” – a celebration of the Italian way of life that embraces the joy of savouring every moment,” says the brand.

The Italian brand’s involvement with TIFF follows its sponsorship of the Italian Contemporary Film Festival earlier this year. The goal behind the two partnerships is to bolster the brand’s positioning as a supporter of the entertainment industry, both locally and globally.

According to Andrea Chiaramello, SVP North America retail sales at Lavazza, TIFF aligns perfectly with the brand’s commitment to quality, culture, and innovation. “This collaboration reflects our dedication to creating meaningful experiences for coffee lovers.”