"Quick, easy coffee that knocks the socks off instant"
Taylors of Harrogate - Craft Gin Club
Sample Reach
Organic Social Reach
Promoted Content Reach
Channel
Sampling
Digital
Sector
Food & Drink
Product
Hot Drink
“Quick, easy coffee that knocks the socks off instant” Craft Gin Club Member, Twitter
About Taylors of Harrogate
Taylors of Harrogate are a family business based in the historic spa town of Harrogate, England – devoted to the craft of outstanding tea and coffee. Maybe most well known for their famous Yorkshire Tea, alongside their ground-breaking Taylors coffee bags!
The Goals
Taylors of Harrogate were looking to sample their new coffee bag in 2020, to achieve trial and an increase of brand awareness. Education was a key element of the sampling due to the relatively unknown format of coffee bags.
The Strategy
Relish successfully partnered Taylors of Harrogate with Craft Gin Club for a sampling campaign in September 2020. This was an alternative solution to plans for office sampling, which was halted due to the impact of COVID-19.
The campaign also included a marketing package involving bespoke content featuring the coffee bags on numerous channels to Craft Gin Club members and non-members. Many box recipients posted about what they had received, with some great organic comments about the Taylors coffee bags.
The target audience was AB 25+ instant coffee drinkers.
The Outcome
The samples were delivered to Craft Gin Club members, who reacted very positively to the sample, with a positive sentiment score of 98%.
61% stated that they would repurchase the bags in a members survey and 62% said they would recommend this product.
They also gave the products an overall taste score of 7.96% out of 10.
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