Without a video asset for nearly a year, Taylors of Harrogate wanted to reintroduce the brand with a creative re-launch, focusing on the brand narrative rather than product specific advertising. To stand out from competitors amongst their target audience of ABC1s and 35+ adults, Taylors of Harrogate knew that cinema would be an ideal channel to showcase the new master brand 60” creative in a premium visual environment to an engaged and attentive audience.
Plan
Taylors of Harrogate bought into an AGP in addition to several film packs running across the autumn including Napoleon, Killers Of The Flower Moon, The Hunger Games: Ballad of Songbirds and Snakes and The Marvels. Cinema ran as part of a wider campaign alongside TV, BVOD, Social and Online where the brand showcased shorter length copy (30”, 20” & 10”).
Results
Exposure to the ad in cinema helped deliver on key objectives.
+17%
increase in consideration for those exposed to the ad in cinema
+47% and +57%
uplift across key perceptions that the brand ‘has family values’ and ‘is a brand for people like me’, respectively
Almost 1 in 3
test respondents claimed to have bought Taylors of Harrogate coffee since seeing the ad
