Costa Coffee set for largest integrated marketing campaign roll out

Costa Coffee is set to run its largest integrated advertising campaign to date, featuring competition winners and fans of the coffee house chain.

The campaign, from Karmarama, will run across TV, print, digital and in-store, with the user-generated TV ad beginning to air tomorrow (Friday 5 October) featuring dozens of male and female customers buried up to their necks in coffee beans while singing the KISS song ‘I Was Made for Loving You’.

Kevin Hydes, marketing director of Costa Retail, said: “By putting Costa fans together with our baristas, it playfully makes the point that they really are the stars. The campaign shows that only our baristas put their heart into everything they do, and we hope our customers feel the love in every cup.”

Sam Walker, creative director at Karmarama added: "We're putting baristas at the heart of the action, their passion for coffee as well as their willingness to be buried up to their necks in coffee beans was awesome.”

A Facebook app on the Costa page is also set to go live allowing fans to record themselves singing the song, which could be used in a follow up advert. It will also be available as a Native app through the App Store.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.