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

“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.