Coffee shop chain Costa has launched ‘its biggest ever campaign’ to support its new commitment to quality, and put the men and women who serve the company’s million customers a day at the heart of its marketing activity.
The activation, entitled Never a Dull Cup, will premiere this weekend on British TV screens.
The launch of Costa’s new promise affirms its commitment to bringing exciting coffee to every customer who walks through its doors, the company said.
To mark the launch of the campaign, Costa is turning the spotlight on its baristas in a ‘showcase TV spot’, featuring 170 Costa baristas and actor Javone Prince. The advert was originally created as a film for baristas up and down the country, but will roll out across TV, video on-demand, cinema and digital media from 8 October, Costa said, accompanied by outdoor, social, CRM and in-store activity.
The campaign has been created by independent London agency 101. Media planning and buying is led by ZenithOptimedia, with further complementary work in other channels being led by AnalogFolk, OneGreenBean, The Real Adventure and SP.
Costa Coffee UK marketing director Caroline Harris said: “This is an exciting moment for Costa – the launch of our new promise, as well as the biggest campaign in the brand’s history, is just the start of what we have planned. I’m particularly delighted to see our baristas take centre stage in our new TV commercial, as they really are the heroes of our business.
“In Costa’s 45-year history, our aim has always been to make better coffee available to more people and inspire them with the variety of coffee on offer.”
Comedian and actor Javone Prince, who features in the TV commercial, added: “It was inspiring to work with such an enthusiastic team; their passion for coffee is palpable. They take genuine pride in their work and I don’t blame them – there’s more to making a flat white than meets the eye. I’m thrilled at how the advert has turned out – considering it stars real Costa baristas, their comedy timing was spot on!”
© FoodBev Media Ltd 2024