Costa Coffee, the nation’s favourite coffee shop brand* has unveiled Costa Club, a new loyalty proposition with value at its heart. Originally launched in March 2010, the brand’s long-established loyalty scheme, the Costa Coffee Club is one of the largest in the UK with over six million members.

M&C Saatchi worked closely with Costa Coffee to develop the new proposition, which replaces the previous Costa Coffee Club Scheme. Costa Club offers a simplified, frictionless and easy-to-understand digital-first experience.

As the nation’s favourite coffee shop brand, Costa Coffee’s aim was to update its scheme to make it the most loved loyalty app amongst its audience of six million app users. M&C Saatchi worked closely with Costa Coffee to create the proposition with input from a specially selected group of 17,000 consumers, curating its benefits to ensure they would reflect what customers love most about the brand.

Costa Club sees the coffee experts move away from a points-based loyalty scheme. Members can receive a free drink of their choice after purchasing eight coffees, and as part of its ongoing sustainability efforts, Costa Coffee is offering a free drink to anyone who uses a reusable cup to purchase just four drinks until 31st March 2022. Members can also choose any cake from the sweet counter for free on their birthday, as well as enjoying a host of other exclusive rewards and treats.

Costa Coffee’s ultimate ambition for Costa Club is for it to act as a platform to boost brand love and preference in the coming years, as well as being a driver of growth and market share.

Annabel Mackie, Managing Partner at M&C Saatchi, said: “It’s been hugely rewarding to work with Costa on their new loyalty proposition. Costa Coffee is the nation’s favourite coffee shop, so it was imperative that we develop something with the potential to become the nation’s favourite loyalty programme. Based on extensive customer research, we’ve created a simpler, easier-to-use scheme with generous, tangible benefits, and we can’t wait to see how it drives even more brand love amongst members.”

To coincide with this reinvigorated loyalty programme, Costa Coffee has worked with Pablo London to create a new brand identity and strategic positioning for the Costa Club to help propel it into its next chapter.

The new positioning celebrates the feeling you get when you get something for free. To bring this to life, Pablo worked with Barcelona-based design studio Cabeza Patata to create a quirky range of characters to capture the spirit of the new positioning and communicate the feeling of ‘freeness’.

The characters also represent the diverse and eclectic consumer base that the nation’s favourite coffee shop reaches, with Pablo working with the Diversity Standards Collective to harness cultural insights and relevance of the characters.

This campaign marks another successful advertising launch for Pablo and the UK&I team as it continues with its working relationship beyond the original partnership of the Costa Coffee Global account.

Pablo were appointed in 2019, after a pitch to work on the brand’s Global account. Since then, the agency has gone on to create the hugely successful UK 2020 Christmas campaign as well as several seasonal campaigns, including the celebratory 50th Birthday campaign for both Global and UK markets, as well the current bold UK Summer campaign.

Tim Snape, Executive Creative Director at Pablo, said “I’m really proud that we’ve built such a strong family together and am pleased and excited that we’re extending the relationship.  There’s so much innovation and product development going on it’s like being in a coffee flavoured Willy Wonka factory every day. Our new work for the Costa Club reflects the fun side of Costa Coffee we’re exploring more and more, giving anyone, anywhere a taste of the unmistakable feeling of freeness.”

Jon Fisher, Head of Digital UK at Costa Coffee, said: “M&C Saatchi and Pablo have been amazing partners in creating and reimagining what loyalty means for Costa Coffee. They’ve helped us to deliver a simple and more generous proposition, which will continue to build on the love that our customers have for the Costa Coffee brand. We are excited for the evolution of the programme as we continue to listen and learn more from our customers.”

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The Silver Anniversary, 25^th National BBQ Week has finished and delivered its highest-ever performance with packed RoadShows and massive media and social coverage, with delighted sponsors, all of whom have achieved massive RoI.

There was a great mix of delighted BBQ focussed sponsors and the roadshow had a reach of around 95k over 4 major foodie festivals. Across the festivals, they delivered around 145k perfect-serve samples & BarbiBags to lucky visitors. The media coverage over 330 competitions and editorial was worth £1.7m and social and their website attracted 260+ interaction. The overall campaign value was £2.04m which is over 20% above target.

Sponsorship now open for 26^th National BBQ Week 2022, with half of existing sponsors already reconfirmed. https://nationalbbqweek.info

Sponsors:

Beefsteak Club – Official Wine

Birds Eye Green Cuisine – Official Plant-based

Budweiser – Official Beer

Bull’s-Eye – Official Condiment

Sainsbury’s – Official Meat

Shloer – Official Soft drink

Festivals:

Pub-in-the-Park – Warwick

Tatton Park, Knutsford Foodie Festival

Winchester Foodie Festival

Cambridge Foodie Festival

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National BBQ Week returns in early July to celebrate 25 years of better British BBQ.

Sponsored by leading grocery brands, as one of the UK’s top awareness weeks*, National BBQ Week both educates and encourages consumers to become better BBQ’ers and enjoy alfresco eating, as our lifestyles continue to be more home-centric.

In recognition of its Silver Anniversary, this year, National BBQ Week will run for three weeks and will offer consumers a longer opportunity to celebrate better BBQ and gastro grilling and allow them to enjoy long-awaited reunions with friends and family, without social-distancing restrictions. Launching on July 5^th and running to July 18^th, National BBQ Week, will see the return of live BBQ sampling Roadshows, in addition to major events such as Barbi for Britain and the BBQ Baptas, plus brand sponsored competitions. The week will also be supported with a major digital, PR and social strategy – including the launch of a new website, that will act as a ‘go to’ BBQ information resource covering BBQ tips, advice, recipes and BarbiBlog.

The 25^th National BBQ Week is supported by leading grocery brands including:

Wine – Beefsteak Club

Plant Based – Birds Eye Green Cuisine

Beer – Budweiser

Sauce – Bull’s-Eye

Meat- Sainsbury’s Summer Edition

Soft Drink – Shloer

Chief GrillMaster and founder of National BBQ Week, Brian George, said: “We are delighted to be celebrating a Quarter Century of Better British BBQ. BBQ & alfresco eating and entertaining is now the UK’s No.1 at-home, summer leisure activity with now 3 out of 4 households owning a BBQ grill.

We’re also delighted to welcome back our major brand sponsors, all of whom we’ve previously worked with over a number of years. With a dynamic market currently worth around £1.7 billion, we predict that, with the lifting of social restrictions, this will significantly increase, delivering up to 200 million BBQ occasions this year, so we’re thrilled to continue to encourage consumers to be Better BBQ’ers.”

For more information, BBQ facts, tips and advice plus brilliant recipes please visit www.nationalbbqweek.co,uk

*PR Week

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TracyLocke‘s first campaign with Lucozade Ribena Suntory, ‘Together, we are Great British Summer’, is now live and bringing bold, colourful energy to stores across the UK. The shopper marketing activation features a triple threat of iconic brands; Lucozade Energy, Ribena and Lucozade Sport, cleverly combined to offer shoppers unstoppable summer prizes.

This is the first time LRS’s range has featured in a multi-brand campaign, bringing the three brands together to celebrate British Summer Time in a way that resonates with shoppers – whatever they’re into. By making more out of classic UK summer experiences to ensure that come rain or shine families and friends can come together to enjoy our prizes– from Weber BBQs and gazebos, to Bose speakers and fire pits to Decathlon vouchers – this campaign encourages everybody to make the most out of this long-awaited summer.

To be in with a chance to win every day, shoppers can simply buy a bottle of Lucozade Energy, Ribena or Lucozade Sport and text “SUMMER”, plus a space and the last 4 digits of their barcode to the entry number found on point of sale in store. The summer campaign will be visible in store on bespoke FSDUs, wobblers, gondola ends, bay takeovers and proximity media, and is live in Tesco, Sainsburys, Asda, Morrisons, Co-op, Nisa, One Stop and Booker. It runs from the end of June until the end of August 2021.

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The UK’s most effective brand activation agency, ZEAL Creative, is working with BUXTON natural mineral water to drive multi-pack purchase and reward shoppers with Great British Experiences.

Inspired to engage shoppers eager for new adventures after a year in lockdown, ZEAL created a campaign that aligned BUXTON with brand Virgin Experiences, harnessing the brand’s reputation and credibility. The on-pack competition offers consumers the chance to win one of 125 Virgin Experience Days, worth £250. ZEAL developed the partnership, creative artwork and promotional strategy to grow market share of BUXTON®’s multi-pack range and raise consumer awareness of the brand’s inspirational “Don’t Give Up, Rise Up” message.

The promotion appears on over 5 million packs of BUXTON® 8 x 50cl, 12 x 50cl and 6 x 1.5l packs and drives entry via the brand’s website. Integrated with in-store point of sale materials, organic social media and paid media activity, the campaign also drives footfall into water aisles. Adding value to BUXTON® products over own label and other water brands, the promotion broadens reach and engages shoppers, ultimately driving purchase.

This is the first creative campaign ZEAL has run with BUXTON and the latest Nestlé brand to appoint the agency. ZEAL has also developed shopper engagement promotions for Nescafé and Nestlé confectionery brands including KitKat, Aero and Milkybar.  

Polly Rowntree, Business Development Director at ZEAL Creative, says: “The opportunity for BUXTON to encourage the nation to RISE UP & WIN Great British Experiences after what’s felt like a long year indoors couldn’t be missed. Partnering with Virgin Experience Days was the perfect fit as the prize provider, and we look forward to seeing the positive impact on sales as a result of the campaign.”

Agathe Robert, Nestlé Waters Local Brands Lead, comments: “After this uncertain time, BUXTON is on a mission to bring hope and inspire a nation that never gave up to RISE UP. Now, more than ever. This campaign is directly drawn from BUXTON® positive and resilient mindset. Every promotional pack gives a chance to win Great British Experiences, thanks to the partnership with Virgin Experience Days. We look forward to inspiring our shoppers and seeing a positive impact on sales.”

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Coca-Cola European Partners is launching a limited edition Coca-Cola zero sugar Cinnamon flavour for Christmas, and an on-pack prize draw across its entire Coca-Cola portfolio offering tickets to Capital Radio’s annual Jingle Bell Ball music event as prizes.

Available in a 1.25l PET pack format, the Coca-Cola zero sugar Cinnamon variant will combine one of Great Britain’s top festive flavours with the sugar-free taste of Coca-Cola zero sugar. The limited-edition festive packs will feature a bespoke red and gold design to highlight the premium new flavour and specialness of the Coca-Cola brand.

As with the other Coca-Cola zero sugar variants – Vanilla, Cherry and Peach – the Cinnamon version will be exempt from the UK’s Soft Drinks Industry Levy (SDIL), commonly knows as the Soft Drinks Tax. Under the tax, companies pay 18p per litre in tax if the drink has five grams of sugar or more per 100ml, or 24p per litre if the drink has 8g of sugar or more per 100ml.

In tandem with the new flavour launch, CCEP will be running an on-pack prize draw offering consumers the chance to win tickets to Capital Radio’s annual Jingle Bell Ball which takes place in December.

The on-pack offer will be running across on-the-go packs of Coca-Cola original taste, Diet Coke and Coca-Cola zero sugar for five weeks from mid-October.

To enter, consumers have to enter a unique code found on promotional packs on the brand’s website, to be entered into a draw to win a pair of tickets every day. There will be 100 pairs of tickets available to be won. According to a link on Coca-Cola GB’s Facebook page, consumers will be able to input their codes from October 15^th 2018.

Coca-Cola sponsored the Jingle Bell Ball in 2013, and from 2015 to date.

Simon Harrison, customer marketing director at Coca-Cola European Partners, says: “We’re confident that with the early arrival of our great tasting Cinnamon variant and Capital’s Jingle Bell Ball on-pack, the festive season will get off to a flying start for our customers. We’ll be back in November with even more activity that will keep Coca-Cola at the centre of Christmas celebrations for both consumers and retailers.”

Coca-Cola European Partners is the world’s largest independent Coca-Cola bottler. CCEP is the sole licensed bottler for products of The Coca-Cola Company (TCCC) in Andorra, Belgium, France, Germany, Great Britain, Iceland, Luxemburg, Monaco, Netherlands, Norway, Portugal, Spain and Sweden.

CCEP makes, sells and delivers the following products in GB for TCCC: Coca-Cola Classic, Diet Coke, Coca-Cola Zero Sugar, Fanta, Dr Pepper, Sprite, Schweppes, Fuze Tea, HONEST, AdeZ, Abbey Well, glacéau smartwater, Powerade, Oasis and Appletiser. In GB, it also makes, sells or delivers Monster, Relentless and Capri-Sun.

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Pepsi MAX is calling consumers to experience the taste of the soft drink this summer.  From 2nd August, the brand is running the Pepsi MAX Taste Challenge in which it will put its taste credentials on the line and go head to head with its biggest selling cola competitor.

Originally launched in the 1970s, the famous Pepsi Taste Challenge is back for 2018 in a bold and refreshed way. Pepsi MAX is encouraging people to take part in a blind taste test of two sips to decide the better tasting cola.  The multi-million-pound campaign including TV, OOH and digital advertising, aims to reach 90% of the total UK population and encourage consumers to re-appraise their cola choices.

The Taste Challenge will be supported with heavyweight experiential activity, giving the nation the chance to take part, with pop-up sampling in 44 locations across the UK. Throughout the summer 100,000 taste challenges will take place. For full details of the locations, visit www.pepsi.co.uk.

Bruce Dallas, Marketing Director at Britvic GB, said: “We know that consumers enjoy the taste of Pepsi MAX and that once they’ve tried it, they buy more, more often. This is expected to grow even further with the increased exposure and awareness generated by our Taste Challenge campaign this summer, so would I recommend customers stock up now.”

Earlier this year, the Pepsi MAX summer of football activity was kicked off with the ‘LOVE IT. LIVE IT. FOOTBALL’ TV advert. The brand also ran an in-store partnership with Walkers to create an occasion-based solution ahead of this year’s summer of sport. The snacking and cola partnership in the grocery channel achieved the brand’s highest ever levels of feature and display in grocery, ultimately driving sales for customers.

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I wanted to delve deeper into this. So I sat down with our digital director Jake Xu to get his thoughts on the subject.

MC: HOW WILL WE BE BUYING OUR GROCERIES IN FIVE YEARS’ TIME?

JX: Probably in much the same way we are now.

Five years’ is also such a short amount of time for any drastic changes to occur. Online shopping has been around for years, but the majority of people still shop for their groceries in-store, and that’s because digital is not yet the answer.

The move to digital usually comes from solving a problem. Technology works as an answer to a question or an issue. We buy things online because it’s easier, cheaper, or gives us something that bricks-and-mortar stores don’t. However, only 6% of UK shoppers buy grocery online which suggests that the online ‘solution’ as it stands isn’t good enough to convert us all.

People like to see and touch before they buy, especially for fresh and chilled produce. Things that have a limited shelf life haven’t quite made the switch to digital and it will be a long while till they can in a truly satisfying way. People don’t feel comfortable buying perishables without testing the quality themselves first.

Cost of postage is another factor. When doing a big weekly shop, the relatively low shipping cost doesn’t matter, but for those that buy less food more often, it’s not a feasible price. But as more businesses provide free shipping, it could become a standard expectation.

However, this isn’t all to say online shopping is a disappointing alternative. On the contrary, there’s a reason this question is even being asked in the first place. People like online shopping because it’s so easy and convenient. Everything a customer could ever want to buy is just at the click of a button.

The internet is primed and ready to sell you whatever you want, it’s just lagging behind for fresh food. Personally, I can’t see this changing in the near future. But eventually, it may do.

MC: WHO WILL BE THE WINNERS AND LOSERS WHEN IT DOES CATCH UP?

JX: The most obvious winner is Amazon. They’re dominating the online shopping industry now and it doesn’t look like they’re slowing down anytime soon. They’re even leading the stride with crucial shopping tech such as voice with Amazon Echo. People can arrive home from work and order a takeaway without having to do anything other than ask Alexa. This will then translate into shopping.

However, ordering an entire weekly shop with voice means people aren’t even looking at the products. For the majority of grocery products, consumers like to see what they’re getting, and others need to actually touch it.

But with Amazon’s acquisition of Whole Foods, it seems like they’re already looking to move into selling grocery items much like they sell DVDs and clothes now. To compete, supermarkets need to adopt a similar attitude. People clearly like shopping in bricks-and-mortar stores still, but the way they do it is likely to change and as soon as one business does it, they’ll all need to follow suit. So those companies that are the first to innovate will definitely rise to the top.

Similarly, grocery brands are in an interesting position. For years they’ve competed and fought for the best spot on the shelves, but now some supermarkets are prioritising their own-brand products, realising the potential for better profit.

Even without added pressure from retailers, visibility is no longer just about where a brand sits on the shelf. Brands can (and should) start the journey to purchase before a customer even walks into the supermarket.

                 (Image: Wikipedia)

But at the same time, we can’t forget that Amazon have also opened their own store. It may be a test for now, but I think they’re likely to open more. Maybe their combination of digital tech in an in-store experience is an example for others in the grocery sector.

MC: WHAT ABOUT COLGATE THEN, AND THE MORE NICHE SECTORS LIKE TOOTHPASTE ETC.?

JX: Toothpaste is in an interesting position, like other health and personal care brands. A lot of those sales are shifting online much quicker than food.

They are in the perfect option for subscription services. Many already exist like Totm, an organic tampon and pad brand that delivers items straight to consumers each month, or Dollar Shave Club, which sends all the equipment needed for shaving each month. These services take the hassle out of buying especially for repeat-use items that consumers need but don’t want to think too much about buying.

The opportunity here is for a service that encompasses all these products into one subscription service, rather than consumers having to sign up for so many.

And many people are already signed up to these services or just opt to buy online rather than in-store. These types of products may segment away from grocery, and other retail stores will fight a different battle against digital. Supermarkets could eventually be primarily food distributors, rather than a place for everything under the sun. (Or rather, roof).

MC: HOW WILL THESE SHIFTS IMPACT BEAUTY AND SKINCARE?

JX: Cosmetics and skincare are particularly slipping from the supermarket grip. It’s much more expensive to buy in Tesco over Boots and there is obviously more range in a chemist or online. But people are clearly still buying cosmetics and skincare in stores like Boots and Superdrug. And this is because, if it’s a new purchase, people want to test it out and try it on.

Although there are plenty of tools online to aid this process, consumers are reluctant to trust digital completely. AR mirrors let consumers virtually try on cosmetics, but for most customers they want to try them on in-store once more before buying. And not everything can be tested online. For items like skincare, the only way to get a sense of the product is with a sample.

So let’s look at stores for what they are – a chance to try out the products and feel them. In the future these could become more like showrooms. The focus would be on experience and experimenting with products rather than a hard sell. People could test a new lipstick and then purchase it online to be delivered direct to their door.

Digital is definitely one step in the purchase journey, but there’s always going to be a need for some physical testers. Samples are one way around this, but they take time to ship and aren’t the instantaneous testers that customers can find in a shop.

MY CONCLUSION

According to Jake, the bottom line is that we’re not going to say goodbye to physical grocery retail anytime soon. Tech and especially deliveries need to improve more before more customers opt for exclusively online buying.

We’re starting to see some examples of where the future might be heading though. South Korea is home to Homeplus, the largest e-mart chain. In the subway the store has large virtual billboards where customers can scan the QR codes of pictures of food, pay, and the groceries will be waiting for them once they arrive home.

              (Image: Five Minute Marketing)

This is an example of the ease that consumers will want from digital and also a mix of in-store visuals and online convenience working together. But once again people can’t actually touch the fresh food. They’re seeing a picture which is the same as supermarket websites now. There’s still not a perfect digital alternative to in-store, but this kind of shop suggests a future where online and in-store influence each other to make the ultimate shopping experience.

Supermarkets aren’t going to disappear online in five years’ time, but the way people shop is definitely changing. For non-perishable brands there are a lot of opportunities to be explored with digital.

But for fresh produce there is yet to be a fitting alternative to picking up an avocado and checking its freshness with your own hands.

Maddie Cullen is a Marketing Assistant at Ready, a multi-disciplined creative agency specialising in breakthrough promotional and tactical marketing campaigns. Clients include Soap & Glory, Kiddylicious, Burt’s Bees and Molton Brown.

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Coca-Cola Great Britain has partnered with Merlin Entertainments to offer people half price tickets to some of the UK’s most popular family attractions in exchange for recycling their used plastic drink bottles via a new network of reverse vending machines installed at Merlin theme parks.

A trial at four of Merlin’s leading attractions (Alton Towers Resort, Thorpe Park, Chessington World of Adventures and LEGOLAND Windsor) will run between 25th July and 19th October 2018, inviting people to bring and recycle any 500ml plastic bottle via on-site reverse vending machines in exchange for a voucher to receive 50% off entry at 30 participating Merlin attractions, including Alton Towers Resort, Thorpe Park, Chessington World of Adventures and LEGOLAND Windsor.

The project follows research by Coca-Cola Great Britain, revealing 64% of British consumers would recycle more on-the-go if they were rewarded instantly for their actions.

Coca-Cola and Merlin say that the trial is the first of its kind in the UK to offer people a more valuable reward than the original purchasing price of the plastic drinks bottle they recycle, as the 50% off voucher equates to a saving of around £27 when buying a Merlin attraction day pass.

The partnership comes a year since Coca-Cola Great Britain launched its sustainable packaging strategy alongside a global goal to collect and recycle a bottle or can for every one it sells, by 2030, to help ensure a world without waste.

Jon Woods, General Manager of Coca-Cola Great Britain, says: “We want to reward people for doing the right thing by recycling their bottles and hope to encourage some people who wouldn’t otherwise have done so. Through this exciting new trial with Merlin Entertainments we hope to remind people how valuable their empty plastic bottle is. All of our bottles can be recycled and we want to get as many of them back as possible so they can be turned into new bottles and not end up as litter.”

He continues: “This is just one of the actions that we’re taking to play our part in achieving a World Without Waste. We buy more recycled plastic in the UK than any other company and we are in the process of doubling the recycled plastic in all our bottles from 25% to 50% by 2020. We’re also running television campaigns encouraging people to recycle, putting clear recycling messages across all of our packs and we’re supportive of new interventions, such as deposit return schemes, to see if they improve recycling rates.”

Sandra Hazel, Head of Force for Good at Merlin Entertainments, observes: “This partnership with Coca-Cola Great Britain demonstrates our shared ambition to use our brands for good. We’re constantly looking for ways to raise awareness and help contribute to a better environment. As a responsible business and an advocate for marine conservation, we’re pleased to be joining forces with Coca-Cola Great Britain to encourage people to recycle more this summer, by rewarding them with family fun.”

Jon Dormer, Managing Director at Unisan UK, supplier of the CafeCrush reverse vending machines being deployed in the trial, adds: “Our CafeCrush reverse vending machines reward people for recycling. Users simply insert an empty plastic bottle, it’s crushed and then they receive an incentive. The way the machine works means the bottles are not contaminated by other waste and so, are perfect for recycling. Also, because they are crushed, reducing waste volume by up to 90 per cent, more bottles can be stored and therefore less transportation is needed to get them to recycling facilities – a win for consumers and the environment.”

The announcement is the latest in a series of actions from Coca-Cola Great Britain to ensure its packaging is as sustainable as possible and to encourage more people to recycle. Since the launch of its sustainable packaging strategy last year, Coca-Cola has introduced clearer on-pack recycling messaging on its bottles, and aired a dedicated recycling TVC called ‘Love Story’ which has reached over 30m people.

Coca-Cola Great Britain also continues to be the largest user of recycled food grade plastic in the UK with a commitment to increase the recycled PET in its packs from 25% to 50% by 2020. The company also continues to work closely with UK and Scottish governments looking at the introduction of a well-designed deposit return scheme and other ways to increase recovery and recycling rates.

Coca-Cola Great Britain is responsible for marketing 20 brands and over 80 products to consumers across Great Britain. Led by Coca-Cola, one of the world’s most valuable and recognisable brands, its portfolio includes Fanta, Sprite, Dr Pepper, Oasis, glaceau vitaminwater, glaceau smartwater, Schweppes, Lilt, and Powerade.

Merlin Entertainments plc is a global leader in location based, family entertainment. As Europe’s biggest – and the world’s second-largest – visitor attraction operator, Merlin now operates over 120 attractions, 18 hotels and six holiday villages in 25 countries across four continents, with more than 65 million visitors worldwide.

Unisan UK provides environmental sustainability and recycling solutions to over 1,000 major UK brands, serving Food & Drink Manufacturing, Car Manufacturing, Hospitals & Care Homes, Distribution Centres and the Corporate Facilities Industry.

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