Leading coffeehouse chain Costa Coffee has labelled its 2024 summer campaign as its ‘best launch of a campaign to date’, rolling out over 186,000 assets across its estate.
Collaborating with Costa’s creative agency, VML, ITG translated the hero concept into 1,085 pieces of unique content and rolled out 186,954 assets. These were delivered over 20% faster than the typical timescale for a campaign of this size, showcasing everything from Costa classics to bubble frappés and iced whipped lattes.
“It’s the best launch of a campaign to date,” said Julia Foye, head of marketing at Costa. “ITG produced a huge volume of high-quality content at pace to bring summer to life throughout our estate. We have a long-standing partnership and we continue to be impressed by ITG’s ability to exceed our expectations with each campaign.”
The campaign saw ITG deliver a halo of engaging, tech-enabled, agile content at pace through their experienced teams, proprietary Storyteq marketing technology, and state-of-the-art Capture Studios film and photography facility. Taking VML’s hero concept, ITG were responsible for the production and rollout of halo content across all of Costa’s print and digital touchpoints, including POS, social media and OOH advertising, with support from EssenceMediaCom.
Supplementing the summer campaign, ITG also produced and installed Giant Ice Cups outside 100 Shell Petrol stations around the UK to promote Costa’s iced coffee range.
Andrew Swinand, CEO of ITG, commented: “It is a pleasure for ITG to partner with forward thinking marketers such as Costa who understand the power of leveraging tech enabled, agile content to deliver a greater volume of engaging content at significantly reduced costs to halo their brand campaign across all marketing channels.
