The campaign, which will span press, outdoor and digital, is Costa’s biggest to date. It uses provocative lines such as ‘Sorry Starbucks, the people have voted. Again’; ‘A triumph for coffee lovers’; and ‘Voted the nation’s favourite coffee shop’.
In January 2010, Starbucks challenged Costa over the veracity of claims made in its ads. It complained to the ASA about its rival’s ‘7 out of 10 coffee-lovers prefer Costa’ campaign, but its objection was rejected.
Costa has based the claims for its latest ads, by agency Karmarama, on a survey conducted by Allegra Strategies. It found that, of 16,000 UK coffee drinkers asked, 54% named Costa as their favourite coffee shop; 27% cited Starbucks.