Baguette chain Upper Crust, part of the SSP group, has launched its first ever UK advertising campaign as part of a £250,000 marketing initiative.

The campaign, which incorporates billboard and radio advertising, highlights the company’s range of baguettes, but also that coffee is available across its 68 stores. One ad sees a tired commuter asleep on the shoulder of a fellow train passenger with the strapline, ‘You need coffee’.

Tony Keating, chief executive of SSP UK, said: “Many of the major coffee shop brands have focused on the quality of their coffee or the journey of their beans, but nobody has ever understood how we really feel in the morning and why we need that first cup of coffee.

“The campaign also demonstrates the strength of our baguette range, without boring consumers with stories of wonderful ingredients and healthy options.”