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Marketing Beat: Lavazza’s Enduring Coffee Art Calendar

Lavazza calendar inspiring chefs 2014

Chef Antonino Cannavacciuolo

In the digital age, the concept of a printed calendar as a marketing piece seems a little kitschy.

Yet Italian coffee giant Lavazza has managed to make its annual calendar — now in its 2oth year — a much-anticipated piece where the worlds of coffee and photographic art collide.

inspiring chefs calendar by lavazza

Chef Carlo Cracco in the 2014 Lavazza calendar

The company has recently released its 2014 calendar, “Inspiring Chefs,” which it describes as “an incredible alchemy of photographs and stories with an almost cinematic quality, a seamless natural sequence that speaks of inspiration. And coffee.” Shot by German-born photographer Martin Schoeller, the calendar features chefs Albert Adrià, Massimo Bottura, Davide Oldani, Carlo Cracco, Antonino Cannavacciuolo, and Michel Bras, each in some kind of natural cooking element.


Chef Massimo Bottura

Here is a behind the scenes look at the making of the 2014 calendar. And check out this impressive 20-year history of the calendar.



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