Following the success of previous vegan menu items, Costa Coffee launched its next plant-based alternative – the Vegan Bac’n Bap, a ‘Made without Oink’ bacon style rasher in a soft white bap. It’s the ‘fake’ counterpart to its iconic Smoked Bacon Bap, which recently experienced a Gordan Ramsey drive-thru roasting on TikTok.

To emulate his viral recipe videos, we executed a fun content idea that showed Costa Coffee being proud to be fake. Enlisting a Ramsay-look-a-like, Costa Coffee recreated an F Word recipe video that’ll saw Fake Gordan Ramsay aka Martin Jordon trialling the Vegan Bac’n Bap for the first time. The humous piece of content, along with static imagery, helped raise awareness of the exciting new addition to the menu.

However, the Vegan Bac’n Bap was not the only new menu item that hit stores. The Autumn menu was revealed to media and consumers the day after the campaign launch. We took a two-pronged approach to our media outreach, that saw the Fake Vegan Bac’n Bap assets and release seeded to national, consumer and Vegan titles, with follow up and Autumn menu distribution the following day.