Costa Coffee has appointed Mike Lawless to the new position of head of UK marketing as it embarks on an extensive expansion plan.
Costa has more than 390 outlets in the UK but plans to open a further 300 by 2008. Lawless will lead the development and implementation of Costa’s UK marketing strategy and advertising during the period of expansion.
Lawless, who will oversee a team of three and report to marketing director David Hutchinson, has held senior marketing positions at Tesco, Bhs, MFI and more recently at Tetley Group where he was responsible for new tea formats and innovation.
Hutchinson is looking to make Costa an international brand and overseeing the launch of Costa Coffee in India. Other international operations include 90 outlets in Ireland, Cyprus and the Middle East.
Costa was founded by Italian brothers Sergio and Bruno Costa in 1971. It has opened a Costa Coffee College in London where the coffee beans are roasted and staff are trained in coffee-making using traditional Italian methods.
Meteorite created a marketing campaign for Costa Coffee which ran in the national press and was designed to highlight the chain’s Italian roots.