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.