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

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.