Costa Coffee, the Whitbread-owned coffee brand and cafe chain, has
recruited The Red Consultancy as its first ever PR agency to keep it
ahead in the increasingly competitive quality coffee market.
With an initial 12-month budget of pounds 100,000 - of which pounds
50,000 will be fees - Red will manage a promotional campaign combining
consumer PR and high-profile events.
The programme will focus both on the inherent qualities of the Costa
Coffee brand and on the company’s string of 50 retail outlets across the
UK. Costa Coffee plans to open a further 60 cafes over the next two
years and Red will manage publicity for the openings.
‘The coffee market is becoming more important in the UK,’ said Red’s
managing director Leslie Brend. ‘British people are getting very
discerning now about the coffee they drink and finally catching up with
the Americans and continental Europeans. It’s becoming a bit like wine.’