Paratus helps Costa Coffee to stand out

Costa Coffee has appointed Paratus Communications to help differentiate its brand from high street rivals such as Starbucks and Caffe Nero.

The coffee chain has briefed the agency to handle a number of profile-raising consumer communications projects over the next three months. It did not previously have a retained PR agency.

Costa Coffee is keen to stand out from its rivals at a time when many consumers see take-away coffee as an expendable part of their budget.

Paratus is expected to use a number of creative campaigns to differentiate the brand. One of the ideas is believed to involve promoting cappuccino as the nation's favourite coffee.

Costa Coffee PR manager Nevina Holland declined to reveal how the brand would differentiate itself, but said a key element of the projects would be to integrate external and internal relations: 'We're trying to explain the campaigns to internal Costa staff and working with baristas to educate them in PR.'

Paratus will use its regional network of PR agencies for the work.

The agency has previously worked with Starbucks. It has also been appointed to provide regional media relations support for a number of Orange stores opening in the UK.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Labour "fooling themselves" over plans to combat attacks on Miliband

Labour "fooling themselves" over plans to combat attacks on Miliband

Conservative-leaning public affairs experts have questioned the value of Labour's adoption of US-style campaigning tactics in the wake of the opposition hiring election strategist David Axelrod.

PLMR appoints Professor Tim Morris as non-executive director

The vet who helped establish the British Horseracing Authority's anti-doping and animal welfare programme has joined PLMR as a non-executive director.