Taylors of Harrogate is this week launching an £800,000 TV campaign featuring presenter and farmer Jimmy Doherty.
The 60-second ad, created by London agency The Outfit, debuts on Channel 4 on Wednesday (21 October) evening at 9.15pm during Grand Designs. It follows Doherty as he travels to Colombia with a senior coffee buyer from Taylors to meet one of the farmers supplying the company.
The ad will be supported by social media, digital and in-store activity – while a 30-second version of the film will be used online to promote Taylors’ new range of Nespresso-compatible capsules.
“With this commercial, we wanted to showcase how we go the extra mile, working with the most talented farmers to produce coffee that is second to none,” said coffee marketing manager Jessica Bacon. “Having Jimmy help us tell the story seemed like a perfect fit, as he mirrors our passion for quality and sustainable sourcing.”
Combined sales of Taylors’ Lifestyle and Origins ranges are up 1% to £41.4m but it is performing significantly behind the roast and ground coffee category, which is up 13.9% to £37.1m on volumes up 9.3% [Nielsen 52 w/e 12 September 2015].