Following a successful shopper marketing campaign for Yorkshire Tea, LIFE has been charged with increasing Taylors’ brand presence in the tea and coffee market. The agency has created and implemented a core shopper and below the line (BTL) campaign to support and amplify the master brand campaign ‘The home of Extraordinary Flavour’, positioning Taylors as a tea and coffee brand that delivers on intense flavour. Using media touchpoints including retailer press, printed and digital six sheets, retailer.com, in store sampling collateral and point of sale, the agency executed the campaign specifically for Waitrose, JS and Morrisons.
The master brand campaign will coincide with two TV adverts created by Lucky Generals, both of which will support the rebrand; highlighting the extraordinary lengths Taylors of Harrogate will go to in order to create astonishing flavour. In order to make people try the product, LIFE has made sure that the same message has been translated throughout the shopper campaign and that customers are reminded of the brands range of exciting flavours in-store.
Rachel Deacon, MD at LIFE said: “It has been fantastic working with Taylors of Harrogate at such an exciting time for the business. We’re delighted to be executing a master brand shopper campaign for them and we wanted to make sure that the scale of the brand was established whilst communicating the amount of care Taylors puts into its products.”
Deborah Smith, shopper marketing manager for Taylors of Harrogate said: “We were impressed with the insightful and creative approach that LIFE presented during the pitch process. The team have showed a real passion and understanding of our brand and our customers. We’re looking forward to working together on further campaigns in the future.”