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

“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 groundbreaking 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.