Channel 4

Costa Coffee teams up with Channel 4 for bespoke TV partnership

New campaign eavesdrops on Channel 4 stars

The Big Idea

Channel 4 reveals ‘Overheard at Costa’, an exclusive creative partnership with the nation’s favourite coffee shop, Costa Coffee*, featuring Channel 4 stars Sandi Toksvig, Joe Thomas (The Inbetweeners, Fresh Meat) and Omari Douglas (It’s A Sin), which launched during The Great British Bake Off.

The bespoke campaign represents the first time the iconic coffee shop has partnered with a broadcaster in this way. It is also the first advertising work from Curate Films writer and director Simon Evans, who created (and featured in) the lockdown, star-studded hit Staged.

The series of 30 second light-hearted ads eavesdrop on recognisable Channel 4 voices catching up over a Costa coffee. They celebrate the unexpected twists and turns conversation can take and treat viewers to a sneak peek into what the broadcaster’s famous folk are really talking about when they are relaxing and taking some time with a Flat White and a frothy Cappuccino.

Matt Flint, Senior Brand and Strategy Manager at Costa Coffee UK&I said: “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.”

Making it Happen

4Sales brokered the partnership together with MediaCom UK. The idea was developed through 4Sales creative arm PL4Y working with The Writers Room a department of Curate Films with Simon Evans who are responsible for the creative.

Kirsten Gillard, Agency and Client Sales Leader, Channel 4 said: “We’re really excited to be collaborating with Costa Coffee. Featuring some of our much-loved comedic talent the resulting campaign is funny and engaging and we know the brand will positively benefit from that association.”

Tom Curtis, Executive Creative Director, MediaCom Creative Systems said: “It’s a rare thing getting to work with talent like Simon Evans and the incredible Channel 4 stars that provide the voices for this campaign. Simon has brought a unique and very funny perspective to the scripts, with the celebrities offering their own natural charm and wit to their delivery. It’s been a pleasure to see the partnership develop. Time for a coffee.”