The coffee chain is today (7 November) launching four limited edition cups available in its shops, each a standard-size variant – Father Christmas, Snowman, Gingerbread Man and Elf. They will be available until 2 January.
Customers who photograph themselves with one of the cups can submit their pictures and enter an online competition. From 2 December until 22 December, 300 digital ad sites in cities including London Birmingham, Manchester and Glasgow will carry ads bearing selected images of customers posing with the cups.
Costa’s online prize draw gives consumers the chance to win the ‘Ultimate Christmas’. The winner will receive a selection of prizes totalling a value of £15,000. They include a home makeover, a family Christmas banquet and a 3D TV home entertainment system.
Point-of-sale activity, going live on 6 December, will include a free mince tart giveaway for customers who enter its store wearing a Christmas jumper and order a Christmas drink.
The campaign has been created by an array of agencies, including Graphite, Karmarama, Paratus and Zenith Optimedia.
Kevin Hydes, Costa’s UK retail marketing director, said: "Christmas is an exciting and busy time for the brand. Our 'Little Moments of Festive Fun' programme has been created to engage our customers through all key touch-points and we’re confident our approach will ensure that the Costa brand owns Christmas across the coffee shop market."