Costa Coffee has handed its global marketing account to Wunderman Thompson, briefing the agency to spearhead creative and branding across the coffee chain’s 41 international markets.
Wunderman, which takes over from BBH London, will run the business out of its UK office and will work alongside M&C Saatchi and Pablo, which handle the brand’s loyalty programme, Costa Club.
The company recently claimed the scheme, which was relaunched in August 2021, has generated an extra £1.2m in incremental profit each month for the past year.
Wunderman Thompson’s first activity aims maintain this momentum by promoting Costa’s new “Fridays are a big deal” offers.
To help new and existing Costa Club members celebrate Fridays and give them an opportunity to treat themselves, Costa have launched a series of exclusive discounts, ranging from 25% off food on up to ten food items purchased, to getting a free hot or iced drink when you buy any drink.
The campaign will run for eight weeks across in 2,800 UK stores and on national radio, and comprises eight different spots featuring conversations between two Costa Coffee customers. The dialogue is based on real conversations you might hear in a coffee shop – like a debate over whether red or brown sauce is better, or confusion between baristas and barristers – with each spot ending with an offer.
The activity will be followed by an out-of-home campaign in October.
Costa Coffee marketing director Kirstey Elston said: “Fridays are a big deal at Costa Coffee and we wanted to help people start the weekend with a boost with a series of different weekly offers. These relatable ads remind Costa Club members to treat themselves, so we’ll see you on a Friday!”
Wunderman Thompson executive creative director Tom Drew added: “These ads celebrate the small human moments that people can relate to, with the kind of conversation you’d have while waiting in line for your favourite Flat White. The bonus this time around is that there’s a great offer waiting at the end of the ad, giving the perfect excuse for a Friday treat.”
Founded in London in 1971 by two brothers Bruno and Sergio Costa as a wholesale operation supplying roasted coffee to caterers and specialist Italian coffee shops, the business has grown to nearly 4,000 stores across more than 40 markets. It was sold by Whitbread to Coca-Cola in 2019 in a deal worth £3.9bn.
Last year, the firm signalled its intent to ramp up customer insight and put data at the heart of the business with the appointment of Ed Child – the former Asda and Walmart insight and analytics chief – as its first global head of consumer data and digital analytics.
Costa toasts loyalty revamp for £1.2m monthly boost
Costa Coffee hires Child for global data analytics role
Tiers are not enough; shoppers crave emotional loyalty
Brands warned that they can’t rely on loyalty any more
Skint under-35s shun loyalty clubs but still crave deals
Marketers in dark over who their loyal customers are
Brands are urged to build ‘communities’ to foster loyalty