TAYLORS OF HARROGATE LAUNCHES ‘EXTRAORDINARY FLAVOUR’ CAMPAIGN WITH TWO NEW TV ADS
Taylors of Harrogate is launching its most creative TV campaign to date tonight (Tuesday 19th September), with two new adverts aimed at demonstrating the lengths it goes to in pursuit of extraordinary flavour.
The TV push marks the start of a £3m marketing campaign over the next 12 months, aimed at showcasing the brand’s unwavering commitment to sourcing and creating premium teas and coffees bursting with flavour and creativity. It’s the first time Taylors speciality tea has starred in a TV advert.
Developed with creative agency Lucky Generals, the thirty second spots take viewers on an extraordinary journey from plantation to mug, bringing to life the quality ingredients, craftsmanship and creativity that goes into blending and roasting teas and coffees that are brimming with extraordinary flavour. Narrated by the Yorkshire-born actor Sir Patrick Stewart, each advert resolves in the home of a customer as they take a satisfying sip of a Taylors brew– a humble end to an extraordinary journey.
The first of the two ads, which focusses on Taylors coffee, will be unveiled tonight during The Great British Bake Off. The second advert, which celebrates Taylors speciality tea, will premier later in the evening on Film4. Both adverts will be supported by PR, digital and social media activity, with six 15 second edits of the ads used across digital channels to deliver more targeted messaging to specific audiences.
The adverts are the latest exciting milestone in a big year for Taylors which saw it unveil a revamped product portfolio as it relaunched its brand proposition to bring to life its focus on ‘extraordinary flavour’ earlier this year. Alongside new, bright, artistic packaging which is being rolled-out across its range, the Yorkshire-based company introduced exciting and innovative new blends for its fruit and herbal infusions and green tea ranges.
Dom Dwight, Marketing Director at Taylors of Harrogate, said: “The single biggest opportunity for Taylors of Harrogate is to ensure consumers are not just aware of us, but that they understand what the brand stands for – that behind our portfolio of products are a bunch of incredibly passionate people going to great lengths in the name of extraordinary flavour. With this new campaign, we’re also unifying our tea and coffee offerings, which we’ve previously treated as two separate entities.
“By taking customers on this journey, and evoking flavour in visually arresting ways, we’re aiming to open their eyes to the extraordinary craftsmanship and creativity that go into all our teas and coffees.
“But while we’re clearly very passionate about flavour, this isn’t about grand-standing – we’re about making these categories easy for consumers to explore and enjoy. So to puncture our own pomposity, we take the extraordinary journey of our products and contrast it with those ordinary moments when they’re enjoyed.”
Filmed in Bulgaria over two days, the ads were produced by creative agency Lucky Generals who were appointed by the company in 2016.