Taylors Coffee

Case Study:

Taylors Coffee

The Brief

Taylors of Harrogate wanted to get their coffee bags (Rich Italian, Hot Lava Java, Flying Start and Decaf) in front of people who already drink coffee at work but haven't tried this format. The target was 35+ professionals who travel for work or are often out of the house, and we sampled into offices UK-wide, with a focus on the South West and major cities including Bristol, London and Birmingham, introducing the coffee bags as an alternative to whatever coffee setup was already there.

The Solution

We sent 500,000 coffee bags to 989 companies across the UK, split across four flavours: Rich Italian, Hot Lava Java and Flying Start at 150,000 each, and Decaf at 50,000.

To get more than just a taste-and-forget reaction, we ran competitions asking people to share feedback and photos of the product in use. Prizes were Amazon vouchers and coffee supplies for the office, which gave people a reason to actually engage rather than just take a bag and move on.

The Results

Just under half of participants, 49%, hadn't heard of Taylors before, so the campaign reached a genuinely new audience rather than just reinforcing existing drinkers. 69% hadn't tried the coffee bags specifically, and 92% said they enjoyed the experience once they had.

Across the three waves, an average of 18.07% of people who received a sample completed the follow-up questionnaire, giving Taylors a solid, consistent read on how the product landed.

Introducing the coffee bags as an alternative within existing office coffee setups gave Taylors an easy way in. Pairing the sample with a reason to give feedback turned a one-off taste test into usable insight and real audience growth: nearly half the people reached hadn't encountered the brand before at all.