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Taylors of Harrogate
Taylors Origins

Challenge

The world of coffee is ever-evolving with brands and formats proliferating on the supermarket shelves, making it increasingly difficult for shoppers to navigate.

We were briefed to show how Taylors of Harrogate does coffee very differently, and that this difference is worth paying a little more for. The target audience has a natural curiosity about the world, but often feels bombarded and often switches off to advertising that isn't interesting or relevant.


Solution

As a premium brand, Taylors was in a position to demystify the category and showcase the quality of its product and its sources, by creating entertaining and relevant content that could give the audience things to talk about and content to share, all from a face they knew and trusted.

We created a mini-documentary campaign comprising of a 60” spot for TV, plus a host of additional social and digital content, and point of sale activity. We took well-known Channel 4 face, Jimmy Doherty, and traveled to Colombia to learn about Taylors of Harrogate’s single origin farming process. Jimmy’s profile added to the believability and trustworthiness of the content, he visited Colombian coffee growers to showcase the craftsmanship that goes into Taylors coffee. While Jimmy’s TV content did the job of engaging and entertaining audiences with Taylors, we needed to convert that into action in-store and online.

To do this we worked closely with the brand team to extend the activity into Facebook and All 4. This included a Coffee Navigator that asked consumers a series of questions to identify their preferred type of Taylors coffee, and then directed them to a location to purchase, or add to their basket if they were shopping online. Additional content was distributed through the Outbrain platform and Jimmy’s content was used to create advertorial content in both Waitrose and Sainsbury’s magazines as well as banners directing to Waitrose and Morrisons online retail sites.

 


Success

With the help of Jimmy the activity was well recognised, and delivered 25% greater sales than the upper level targeted. The campaign drove a significant increase of new shoppers, penetration hit a new record high for the brand, and lots of social activity and chatter helped keep the brand relevant and front of mind.