F&B retailer Caffè Ritazza has launched a campaign for customers to name its latest drink.

One lucky coffee lover will win a year’s worth of coffee in exchange for naming Caffè Ritazza’s new latte.

The new drink will be made with espresso and flavoured with orange peel.

The “crowd-sourcing” initiative is an example of how companies can engage with consumers through social media.

Raphael Jeanniot, senior vice president marketing, said: “Our social media strategy has centred around engaging our loyal customers and also our potential customers. 

“This latest competition is an excellent example of Caffè Ritazza’s genuine desire to collaborate with these audiences and reward them for engaging with us.”

Customers can enter the competition through Twitter, Facebook or the company’s blog, at www.artofgreatcoffee.com.

Most recently, Caffè Ritazza has opened an outlet at Vienna International Airport.

The contest closes on August 22.