New Costa Coffee campaign puts real customers on big billboards


With the nation trudging its way through a cost-of-living crisis, leading coffee shop brand Costa Coffee has launched a heartwarming new campaign bringing ordinary Brits together on huge billboards across the country.

To mark the launch of Costa’s new creative platform ‘Made a Little Better’, the brand was keen to celebrate the everyday moments enjoyed by its customers by making them the face of its latest campaign and giving them the rare opportunity to feature on digital billboards across the UK.

‘Made a Little Better’

‘Made a Little Better’ centres around the insight that ‘everything is made a little better when your coffee is’, allowing Costa Coffee to humorously depict deeply relatable, challenging human moments, and show how a coffee can lift us up, give us a break, a treat, or be used to form a connection.

In the social media led campaign across Costa Coffee’s Facebook, Instagram and Twitter, the coffee shop invited its customers to share photos of moments where Costa Coffee has made their day a little better, offering them the chance to star in its new ads and win free Costa Coffee for a month.

A photo series by award-winning photographer Hannah Maule-ffinch, who was commissioned to capture real people enjoying Costa Coffee in its cafes, inspired customers to submit their own images to their social accounts, tagging @CostaCoffee in the picture and using the hashtag #MadeALittleBetter.

The selected customer photos are being transformed into ads on digital billboards, along with a headline describing their Costa Coffee moment, which will be appearing in various locations across the UK throughout April.

Winners also receive a short video of the moment their billboard went live, designed to be re-shared across their own social media.

Whether meeting up with friends for a chinwag, walking the dog, or grabbing an afternoon pick me up, by sharing authentic moments of customers enjoying a Costa Coffee, the ‘Made a Little Better’ campaign aims to highlight how buying a coffee is often far more meaningful than reaching for your next caffeine hit.

It’s an emotional lift with the power to make your day a little better. The campaign has been launched on digital billboards across the UK and is set to become a hit with Costa Coffee fans across the country.

Costa Coffee partnered with global independent digital creative agency AnalogFolk to lead the core concept, strategy and creative execution for the social media campaign.

The social media campaign is part of Costa Coffee’s wider, integrated campaign.

Adam Deal, Senior Social Media and Digital Marketing Manager at Costa Coffee said: “Our customers are what make Costa Coffee what it is, and making their day a little better is what we love to do.

“We couldn’t be happier to be shining a well deserved light on them in this campaign.”

Colin Byrne, Regional Executive Creative Director at AnalogFolk said: “Every minute of every day, Costa Coffee is making coffee moments a little better for their customers so what better way to show this than to share these real moments, in real-time, with the nation?”