Taylors of Harrogate since 1886

Key Points

• Taylors of Harrogate wanted to help consumers navigate the confusing coffee market
• They produced a documentary style ad + an online coffee navigation tool
• 63% of consumers said they would consider trying Taylors as a result of seeing the ad

The Challenge

The coffee market is constantly changing with new brands and formats coming into play which makes it difficult for shoppers to keep up. Taylors of Harrogate were the brand leader in roast and ground coffee, but were seeing a long term decline in volume and value sales. Their primary objective was to halt the confusion and to help people navigate this category and understand why Taylors was worth paying more for. They wanted a campaign that would build consumer understanding of Taylors, their products and their personality.

The TV Solution

Goodstuff, Taylors’ media agency, advised them to make a mini programme style ad in order to help people understand the confusing and jargon-filled world of the coffee category and that having a well-known person to present it would be beneficial. They knew that TV would provide scale as well as credibility and so they set to work to create an engaging and compelling piece of content to run on TV.

Working with The Outfit to produce the ad, they selected Jimmy Doherty who is a famous pig farmer and foodie champion. His farming background meant he could reaffirm Taylors’ Fairtrade and ethical attributes. He went to Colombia to tour the coffee regions and meet the growers to find out about the lengths that Taylors and their farmers go to to deliver amazing coffee to the shelves of the UK shops. Goodstuff negotiated an exclusive deal with 4 Sales in order to make the most of their limited budget.

The Plan

They created a beautiful 60 second TV ad with a Channel 4 editorial feel. All the pertinent points were delivered, but in an interesting and entertaining way. They launched the campaign with an advertising premiere and selected key Channel 4 programming in the early stages of the campaign in order to give the campaign a prominent start. This was followed up by a selection of programming across the 4 Sales channel portfolio. The ad also ran on VOD using Channel 4’s Ad Bloom interactive format.

Alongside the TV campaign, they wanted to deliver further interaction and to welcome more people in to Taylors’ world of coffee. Working with Innovid and Taylors, Goodstuff developed an interactive coffee navigation tool. By answering a range of questions, people could discover the flavour and origin of Taylors coffee that was right for them. They could also find out where they could buy it and if they were an online shopper, add in to their basket straight away.

The coffee navigation tool sat on the VOD ads as a click through and also as a stand-alone format on social channels where it was synced with the TV campaign.

Consumers were able to deep dive even further through additional written content and images captured during Jimmy’s trip.

Results

• The campaign was extremely successful at recruiting new shoppers
• Claimed trial of Taylors went up by 22.6% over the course of the campaign
• Sales data supported this as four week penetration increased 0.35% between October and December, equating to 93,000 new shoppers (24% above target)
• 52 week penetration was the highest ever – up 12% year on year
• The content approach proved the right route as sales uplift per 100 TVRs increased by 210%
• 63% of consumers said they would consider trying Taylors as a result of seeing the ad
• Spontaneous awareness of Taylors rose by 3% during the campaign period
• Overall, the care and passion Taylors of Harrogate have for their coffee came through strongly in the ad, demonstrated by the comments people make about it eG.
  • “Taylors are passionate about the quality of their coffee”
  • “It shows the care and craft that go into selecting coffee”
  • “Taylors take the quality of their products and treatment of their growers seriously”

Databank

Sector: FMCG

Brand: Taylors of Harrogate

Campaign objectives: To help consumers navigate the confusing coffee market and understand why Tayors was worth paying more for

Target Audience: ABC1 adults

Budget: The initial budget was between £750,000 and £1m                                     

Campaign Dates: The campaign ran between 2015 and 2017

TV Usage: 60 second ad

Creative Agency: The Outfit

Media Agency:  Goodstuff