We use one or two cookies to take care of security and a few non-personal cookies for analytics. If you click ‘Accept’ this will allow us to use Analytics cookies. You have full control over which cookies may be set by clicking ‘Settings’.
Some are essential to the operation of the site, while others give us insights into how the site is used and allow us to personalise our services.
Only essential cookies are set when you first visit the site, and non-essential cookies will only be set if you agree via these settings.
For more information visit our Privacy Policy ›
Essential cookies enable core functionality. The website cannot function properly and securely without them. They can only be disabled by changing your browser preferences, and then some pieces of website functionality may not be available to you.
Analytical cookies help us to improve our website by collecting and reporting information on its usage.
Taylors Coffee wanted Goodstuff to help launch their latest Limited Edition product - Hello Spring. With modest budget, limited time and no creative assets we needed a bold approach that could provide quick sales and cut-through in an already cluttered market.
We took strategic inspiration from another category who face the challenge of delivering returns quickly–film launches. A focus on opening weekend with high impact print formats and digital takeovers; use of media partnerships to maximise reach across platforms; utilising owned assets by creating bespoke cover wraps and scrolling digital formats; using social media to deliver earned reach through a spring getaway competition. These all combined to immerse people in the product and deliver box office sales for Taylors.
EPOS data showed sales of Hello Spring rose by around 50% over the opening weekend of the campaign (far beyond expectation). 42% of people exposed to the campaign said they were likely to purchase as a result. Retailers were also happy with what they saw and this has helped shape our approach for future Limited Edition launches.