UK coffee company, Grind, has hired a George Clooney lookalike to mark the opening of its new London St Pancras store.

This PR stunt was the latest move for the compostable coffee-pod company as it furthers its plan to cause waves among the industry’s leading coffee giants.

The superstar lookalike was invited to the launch of Grind’s newest location; a move that follows the closure of the coffee company’s competitor’s store, in the same spot.

The celebrity double, who resembles the brand’s key competitor’s ambassador, was also spotted picking up and recycling competitor coffee pots, as a demonstration of Grind’s commitment to sustainability.

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The company launched the UK’s first home-compostable coffee pods last year – and earlier this year they established Better Coffee Foundation, a commitment to remove two coffee pods worth of plastic for every compostable pot sold.

Grind CEO David Abrahamovitch said, “Having just recycled our competitor’s store into a Grind store – one that’s better for the planet – we thought, what better time to introduce the public to ‘George Clone-ey’.”

Commenting on expanding the company’s retail footprint and new St Pancras location he added, “We know the space sees loads of commuters and tourists daily so it’s great to be able to serve them great coffee while on their journey through London, as well as offer everything they need to make barista-quality coffee themselves, with our at home range.”