Insight showed that many consumers are unaware of the number of sub brands and products that sit under the Taylors of Harrogate brand. The decision was made to undergo a unifying packaging rebrand supported by an ATL campaign.
The new ATL campaign launched in October with a proposition that defines Taylors as the Home of Extraordinary Flavour.
A promise that, unlike their competitors, Taylors can truly deliver on.
Our challenge was to translate this new positioning into a Shopper campaign and brand suite that champions unmatched flavour as a point of difference in order to achieve penetration through driving trial across the portfolio.
We created and executed a fully integrated campaign idea that firmly associates Taylors with Intense Flavour.
The explosive flavour of Taylors coffees, teas and infusions sat at the heart of the campaign and informed our approach to photography and the development of creative assets for the suite of retailer media.
We developed 5 core campaign visuals, delivered across a Shopper media plan including Retailer press ads; 6 sheets; Retailer.com and in-store sampling POS.