KeepCup hires Kin&Co as first UK comms agency

Reusable cup company KeepCup has brought in Kin&Co to handle its UK comms activity, following a four-way pitch.

Founded in Australia, KeepCup launched in the UK in 2012 and now sells in 32 countries through retailers including Oliver Bonas, Selfridges and Amazon.

UK comms activity, which will initially run for three months, aims to help position KeepCup as a solution to the ongoing disposable coffee cup debate, as well as drive sales of the reusable cup range amongst key audiences.

The brand says it selected Kin&Co due to the consultancy’s “alignment with its values” and past work for organisations with a “wider societal purpose at their core”.

This includes the recent “Kiss of Death” mural for the WeAreEurope remain campaign, which went viral globally and has since been shortlisted for two PR Week awards.

Activity will be led by Kin&Co’s comms team, which is headed up by associate director Laura Nettley.

Suzanne Themps, European general manager at KeepCup, said: “The disposable cup debate is a huge opportunity for us to continue to educate coffee enthusiasts on the benefits of reusing rather than recycling, and position KeepCup as a sustainable solution to the issue here in the UK.

“Kin&Co’s passion for the subject and clear understanding of our brand stood out from the get go and we felt we could trust them over anyone else we spoke to.”

Rosie Warin, CEO at Kin&Co, added: “We’d been following the War on Waste debate closely and actively searching for a way to get involved, so when KeepCup contacted us we were over the moon. Now is such an important time in the single use packaging arena and this is a huge opportunity to move the needle – one of our core company values – on the issue. We can’t wait to get started.”