The campaign, which launches today (15th April), features outdoor and press advertising as well as a loyalty offer entitling customers to one free cup for every three bought, in order to reward habitual visits.

Priced at £1.29 matching its competitors’ prices, the new coffee from Lavazza Tierra is freshly ground from 100% Arabica beans and Rainforest Alliance-certified.

Jennelle Tilling, vice president, Marketing, KFC UK, said: “We are very excited to be launching freshly ground premium coffee across our stores in the UK and are confident it will be a great addition to the menu.

“We’re serious about quality and strive to continuously offer the best tasting products to our customers by using only the finest ingredients and transparent supply chains. Our coffee, as with any other KFC product will adhere to this ethos.”

This is the latest in KFC’s series of ad campaigns which highlight the care and attention that goes into preparing all of it’s food and drinks. This year’s ‘Fresh’ campaign focused on the quality, sourcing, freshness and preparation of its chicken, reassuring customers that the signature taste of KFC comes from a great place.

KFC is currently focused on innovation to improve the customer restaurant experience. The chain recently announced that it is trialling a ‘click and collect’ iPhone app, and the company is also refurbishing restaurants and extending its menu to appeal to a broader base of customers.