Costa Coffee launches national campaign

Costa Coffee launches its first ever national campaign with press, outdoor and online activity today (9 March).

The £1.5 million integrated campaign was created by Karmarama and Meteorite and media planning and buying ahs been handled by ZenithOptimedia.

The campaign is based on a blind head-to-head tasting against Starbucks and Caffé Nero.

The chain is owned by Whitbread and reported a 2.6 per cent lift in like-for-like sales in December.

Costa marketing director Jim Slater says: “It is extremely rare to win a head to head blind taste test by such an emphatic margin. When you consider that most coffee drinkers currently think that all coffee is broadly the same, the time is ripe for us to agitate discussion about our product superiority”

Starbucks recently suffered negative publicity after a clash between trade secretary Lord Mandelson and the chain’s chief executive Howard Schultz.

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