COSTA COFFEE - DOUGHNUT IN-STORE CREATIVE
Client: Costa Coffee / The Coca-Cola Company
Sector: Food & Drink, FMCG, Retail, QSR
Services: Creative Direction, Key Visual Campaign, Photography, POS Design
Date: 2024
Outcome: A colour-led key visual campaign for Costa's doughnut range launch, breaking the category's brown-beige norm to give a new range a distinctive in-store identity and drive trial
Background
Tribera works closely with Costa Coffee’s Innovation team to support new product launches. For the doughnuts trial, we were tasked with creating a compelling key visual (KV) campaign to promote Costa’s first full range of high-quality doughnuts
Client challenge
Costa need us to create the key visual, copy lines, and full photography suite for the launch of a new doughnut range, driving pairings, frequency, and spend.
The doughnut category was a high-growth opportunity. Breaking the “brown-beige” norm with colour and freshness cues could disrupt the market and appeal to a broad audience.
Our Solution
Our in-house creative team led concept development, art direction, full-scale photoshoot, and post-production retouching to deliver vibrant, format-flexible visuals.
We styled and photographed the doughnuts to highlight colour, indulgence, and freshness, then rolled the visuals out across key visuals, digital screens, and POS displays. Adaptable layouts ensured scalability for a potential national rollout.
The results
The campaign drove strong trial among target segments and gave Costa a distinctive in-store identity for the new category.
Tribera used end-to-end in-house production to turn a trial launch into an eye-catching, appetite-driving customer experience.