International integrated communications agency, Diffusion, has been appointed by Allegra-owned UK Coffee Week and The London Coffee Festival to promote and amplify brand awareness for this year’s 2016 activity.

The agency will be working alongside the internal marketing and communications teams to promote UK Coffee Week and London Coffee Festival; managing media relations, brand profiling and positioning The London Coffee Festival and UK Coffee Week as the leading celebrations and events for coffee lovers, aficionados and retailers.

UK Coffee Week, hosted between the 11th – 17th April this year, is a nationwide celebration of coffee that brings together thousands of coffee shops – including Starbucks, Costa and Debenhams as well as independents across the UK – to help give back to coffee growing countries through the vibrancy of coffee culture. Various activities carried out by coffee shops across the UK raise funds for the UK Coffee Week charity, Project Waterfall, which provides clean drinking water and sanitation to those that make coffee available across the world. Five years since its launch, Project Waterfall has raised over £325,000 for communities in Tanzania, Rwanda and Ethiopia

Launched in 2010, London Coffee Festival is the largest celebration of coffee in the UK. Now in its sixth year, the festival has increased in size by over 30% and Diffusion has been brought in to drive greater awareness and education across a variety of food, beverage, lifestyle and trade media surrounding London Coffee Festival as well as highlighting the festival’s positioning as a key event in the foodie calendar.

Daljit Bhurji, co-founder and global managing director of Diffusion, said, “The love and consumer sophistication towards coffee is growing at a rapid pace. It’s a real passion-point for the majority and to be involved in communicating the two occasions that celebrate the culture and unveil the latest innovations, is a real privilege that we’re thrilled to be a part of.”