The creative collaboration with Channel 4 is the first of its kind for Costa Coffee | Photo credit: Costa Coffee 

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Costa Coffee and Channel 4 have aired the first instalment of ‘Overheard at Costa’, a bespoke campaign featuring well-known TV personalities discussing light-hearted topics over coffee.
 
The 30-second advertisements will be aired during the reality TV show the Great British Bake Off, with the format inviting viewers to eavesdrop on conversations between well-known UK TV personalities, including Sandi Toksvig, Joe Thomas, and Omari Douglas, as they drink Costa Coffee.
 
The creative partnership was brokered by 4Sales with MediaCom UK, and the concept developed by 4Sales’ creative arm PL4Y working with The Writers Room, a department of Curate Films, and comedian Simon Evans.
 
“We love the thought that the secret ingredient that powers the Channel 4 machine is regular catch-ups over a cup of Costa coffee. We are delighted to share this content with viewers and show the joy that can come from taking a little time out of your busy day to enjoy chatting to a friend over a great cup of perfectly crafted coffee,” said Matt Flint, Senior Brand and Strategy Manager at Costa Coffee UK & Ireland.”
 
The creative collaboration with a national broadcaster marks the of its kind for Costa Coffee, which celebrates its 50th anniversary in 2021.
 
In another example of a coffee chain creating bespoke TV content, Starbucks recently partnered with streaming giant Netflix to launch a new monthly social content series. ‘But Have You Read the Book?’ features conversations between authors, cast members and show creators in Starbucks locations.