The coffee-shop chain has hired singers to perform a variety of modified carols in UK shopping centres. Songs will include Ding Dong Merrily on High, which will feature the words "Ding Dong merrily we buy, our Christmas treats from Costa".
The initiative is being backed by a former member of the boyband Blue, Lee Ryan, who is to sing at the launch event for the activity and will appear in promotional material.
Costa is also in talks with other high-street brands that have expressed interest in getting involved.
The initiative mirrors activity being run by McCain, which has seen the brand tie up deals for the theme tune from its ads, 'Chips, Glorious Chips' -- a reworked version of 'Food, Glorious Food!' -- to be included in various pantomimes this Christmas.
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This article was first published on Marketing