Case study

"Quick, easy coffee that knocks the socks off instant"

Sample Reach

85,462

Organic Social Reach

211,675

Promoted Content Reach

1,499,288


Channel

Sampling

Digital

 

Sectors

Food & Drink

 

Product

Hot Drink

Overview Icon

“Quick, easy coffee that knocks the socks off instant” – Craft Gin Club Member, Twitter

 

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.

 

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 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.

 

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.

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