Events being promoted as part of the project include a balloon release across Britain to raise money for Douwe Egberts' corporate charity partner Cancer and Leukemia in Childhood.
The aim of the PR and marketing campaign is to raise awareness of the balloon release among the general public, as Douwe Egberts will donate money to the charity for every balloon found and sent back to its offices.
The agency is also set to promote 'birthday party' celebrations at the firm's two UK bases at Borehamwood in Hertfordshire, and Slough, Berkshire.
Agency account managers Gemma Parkhouse and Niki Dunsan lead a three-strong account team on the business.
To promote the events, Fuel has commissioned research into the ingredients of coffee with the claim to have found the formula for the 'perfect cup of coffee'.
The agency won the account following a competitive pitch and reports to the Douwe Egberts marketing team which, until the end of last month, was headed by Jackie Cleveland, who has since joined food specialist agency William Murray as its MD (PRWeek, 21 March 2003).
Douwe Egberts was originally a Dutch company. It is now owned by Sara Lee Beverage, a division of Sara Lee Corporation. The corporation is the biggest supplier of coffee to the US food service industry.
Last month Douwe Egberts launched a marketing campaign to promote two new instant premium coffee brands called Serenity and Intensity.