The year-long agreement will enable Costa Coffee to reach 4.7 million UK listeners, including a large cohort of ‘Gen K’ 15–34-year-olds
The partnership is part of a wider campaign to promote Costa Coffee’s breakfast offering | Photo credit: Costa Coffee
Costa Coffee has entered a year-long sponsorship deal with UK radio station group KISS, marking the broadcaster’s first long-term sponsorship of its network.
Commencing on 15 January 2024, branded Costa Coffee content will be broadcast on the Kiss Breakfast show, 7am-11am weekdays, with activations including competitions and ‘high frequency messaging’, broadcast throughout the day on KISS and its sister stations KISSTORY and KISS Fresh.
Bauer Media Group, which owns KISS, said the sponsorship will promote Costa Coffee to its key 15–34-year-old audience. The partnership includes regular on-air advertising campaigns and promotion on KISS social media channels.
“Radio is the perfect medium for this middle funnel relationship-building activity, connecting Costa Coffee directly with engaged listeners every morning as they grab their morning cup of coffee,” said Simon Kilby, Managing Director, Bauer Media Advertising.
The partnership is also part of a wider campaign to promote Costa Coffee’s breakfast offering, which includes pastries, baps and porridge, whilst reaching a new younger audience.
“KISS has an amazing reach of 4.7 million listeners, helping Costa Coffee reach a younger audience. We’re looking forward to this partnership helping to celebrate the fun and uplifting side of the Costa brand, through a truly 360 integrated partnership – inspiring and rewarding listeners throughout the year,” added Rebecca Brock, Brand Innovation & Commercial Planning Director, Costa Coffee.
Bedfordshire-based Costa has not always had a smooth relationship with its younger consumers. In 2018, the coffee chain gave its staff the discretion to refuse the sale of caffeinated beverages to those under the age of 16.
However, Costa Coffee has since introduced several new product ranges with lower caffeine levels and more indulgent flavours to better cater to younger consumers.
In May 2022 the coffee chain launched two new ready-to-drink (RTD) Frappé products before introducing a new Fruit Coolers range a month later.
Last year, Costa Coffee unveiled its first ever bubble tea beverage – a Mango Berry Bubble Tea – and kicked off 2024 with the launch of new indulgent hot milkshakes.