BP is backing the introduction of '100 percent sustainable' coffee beans at its Wild Bean Cafes with an awareness campaign created by TBWA\Manchester.

From April, all coffee products sold at the BP-owned forecourt cafes will be '100 percent sustainable', meaning they have been ethically sourced, with customers able to trace coffee beans back to the farm where they originated.

TBWA\Manchester's campaign, which will appear in-store and on BP forecourts, will aim to make customers aware of the change in coffee beans which it says have the "same great taste" but at "no added cost".

Fergus McCallum, CEO at TBWA\Manchester, said: “As environmental, social and economic responsibility becomes more of a necessity rather than a luxury, the new campaign for the launch clearly shows that BP are giving consumers the option to make an ethical choice at no extra cost or inconvenience to themselves.”