Crack, sip, repeat: Strategy behind Costa Coffee, Chunk's dreamshake collab

Campaign ME

19-05-2025

In every office, there's that familiar routine – grabbing a cup of coffee, or waiting for someone to say, 'Should we get something sweet?' With the Costa Coffee and Chunk collaboration, you no longer have to pick between the two.
This isn't just another new menu item. It marks a first for both brands: Costa Coffee's first-ever collaborative drink drop in the UAE and Chunk's debut into drinks. Together they released two limited edition Dreamshakes.
The partnership aims to drive brand awareness, trial, and entry into new consumer segments, especially Gen Z.
'By bringing these two worlds together, we're opening the door to new segments and giving our current customers something fresh to be excited about.'
'We want to drive buzz, footfall and trial – but more importantly, to create moments worth sharing,' says Kanak Mehra, Senior Marketing Manager at Emirates Leisure Retail.
To bring this campaign to life, the drinks were released on social media and were plastered across in-store, CRM and delivery platforms. It involved digital takeovers, influence-led storytelling, and app content.
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A moment worth cracking
While the collaboration brings fresh excitement to loyal customers, it also opens new doors and a new experience.
'We're also seeing strong love from locals who are fans of CHUNK's cakes and are excited to try them in a whole new way. And really, it's for anyone who's into trying something different and delicious,' says Mehra. 'The Dreamshake isn't just a drink, we like to think of it as a whole mood and an experience to be enjoyed. It challenges the idea that indulgence should be saved for special occasions.'
This collab takes something familiar and already well received and turns it into a whole new experience that sent social media into a frenzy, with reels and excitement shared all across social media.
Mehra continues, 'The response has been amazing, both brand's fans have really embraced the collab. The idea of turning a cult-favourite dessert into a drink definitely grabbed people's attention, especially in the F&B scene. We've seen tons of social posts showing off the iconic 'crack' moment of the drink – it's become a bit of a ritual now. People are loving the experience, and the taste is getting even more love.'
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A post shared by What's On Dubai (@whatsondubai)
Costa Coffee and Chunk release the dreamshake
Social media played a central role in the campaign rollout, with content ranging from user-generated and employee-generated posts to influencer collaborations.
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A post shared by Costa Coffee UAE (@costacoffeeuae)
The first teaser posted by Costa gained over 300k views and subsequent videos continued to see high engagement. Viewers were tagging friends and leaving comments like, 'A collab we never knew we needed 😍.'
Influencer participation were selected based on their familiarity with either brand and were considered to be lifelong and loyal fans.
'The influencers were carefully selected for their genuine passion for the food and beverage space and their openness to discovering new experiences. They range from micro to mega influencers, all united by a shared enthusiasm for innovation and great taste,' says Mehra.
What's next?
The success of the campaign signals something more lasting: a new direction for Costa Coffee.
'With this launch, we're saying: joy doesn't need a reason. You deserve bold flavour and a little moment of magic in your every day,' says Mehra. 'This is just the beginning. We see this as the start of a new chapter in creative collaborations for Costa, one that opens the door to more bold, unexpected drops in the future.'
The Dreamshakes will be available for a limited time only, running for three months until 6th July.