Costa Coffee is preparing to kick off its Never a Dull Cup campaign this weekend – which the coffee shop chain says is its ‘biggest ever’ push.
Making its debut on Saturday (8 October) during The X Factor, the new TV ad focuses on the company’s baristas, 170 of whom make up the audience for comedy actor Javone Prince’s frequently unorthodox attempts to launch Costa’s new ‘mission’.
The spot will also appear on VOD, cinema and digital, and be accompanied by outdoor, social and in-store activity. It was created by London’s 101 and is the agency’s first work for Costa.
The push comes as the company is planning new product launches, digital innovation and investment in-store during 2017.
“This is an exciting moment for Costa,” said UK marketing director Caroline Harris. “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.”
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