The drive, which will run across outdoor, press, digital and instore, marks the first brand advertising for the coffee shop chain and introduces the strapline: ‘It's not just coffee. It's Starbucks.'
Running from 4 September, the work was created by Abbott Mead Vickers BBDO which was appointed to the business without a pitch. In the past Starbucks has used Fallon and Rainey Kelly Campbell Roalfe/Y&R although most recently its ads have been created by its in-house creative team.
Starbucks marketing director Brian Waring said the move was a ‘sea-change' in the company's approach.
‘This new direction will see us being far more proactive in telling our story,' he said. Waring said he ‘wouldn't rule out' the campaign progressing to TV in the future.
The initial focus of the messaging will highlight Starbucks' announcement that from today (2 September) all its espresso-based beverages will be 100% Fairtrade-certified.
This is expected to increase the amount of Fairtrade coffee sold in the UK and Ireland by 18% this year and generate a premium of more than £350,000 in the coming year, for farmers to invest in community projects.
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