Costa Coffee Launched The Gift-A-Book Christmas Campaign
Grace Mahas — December 16, 2020 — Social Good
References: costanewsroom.vuelio & retailtimes
Costa Coffee, the popular UK-based coffee chain, is partnered with The Reading Agency charity to help spread holiday joy this season with the Gift-A-Book Christmas campaign. The pair are joining forces to gift 100,000 books to communities in need this holiday season, a welcomed feeling for the many families affected by the pandemic this year.
50,000 book-and-coffee care packages–which contain one adult book, one children’s book, and a range of festive Costa Coffee treats–will be distributed to food banks, community hubs, hospitals, and care homes across the UK in time for Christmas Eve. The books are from six best-selling authors that are connected to the Costa Book Awards including Candice Carty-Williams, Malorie Blackman, and Michael Morpurgo, among others.
The Gift-A-Book Christmas campaign is inspired by the Icelandic tradition of giving and receiving books at Christmas called 'Jolabokaflod.' "Loosely translated, Jolabokaflod means ‘Christmas Book Flood’: it is a Christmas Eve tradition dating back to World War Two, where Icelanders give and receive books and read them through the night with chocolate and a hot drink."
Image Credit: Costa Coffee
50,000 book-and-coffee care packages–which contain one adult book, one children’s book, and a range of festive Costa Coffee treats–will be distributed to food banks, community hubs, hospitals, and care homes across the UK in time for Christmas Eve. The books are from six best-selling authors that are connected to the Costa Book Awards including Candice Carty-Williams, Malorie Blackman, and Michael Morpurgo, among others.
The Gift-A-Book Christmas campaign is inspired by the Icelandic tradition of giving and receiving books at Christmas called 'Jolabokaflod.' "Loosely translated, Jolabokaflod means ‘Christmas Book Flood’: it is a Christmas Eve tradition dating back to World War Two, where Icelanders give and receive books and read them through the night with chocolate and a hot drink."
Image Credit: Costa Coffee
Trend Themes
1. Charitable Brand Collaborations - Partnering with charities to give back to communities in need creates positive PR and builds customer loyalty.
2. Multi-item Gift Packages - Creating bundled gift packages with complementary products can increase customer value perception and sales.
3. Cultural Traditions for Marketing - Incorporating festive traditions from different cultures into a marketing campaign can create a unique and memorable experience for customers.
Industry Implications
1. Coffee Shop Chains - Partnering with a charity to give back to local communities can build a positive brand image and increase customer loyalty in the competitive coffee industry.
2. Publishing - Collaborating with a popular brand, such as a coffee shop chain, can expand the reach of bestselling authors and books to new audiences.
3. Food Banks and Care Facilities - Partnering with brands and charities to provide gift packages, such as books and coffee treats, can bring joy and comfort to those in need during the holiday season.
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