Unlocking the Power of Premium for Taylors of Harrogate

Client: Taylors of Harrogate

Facing growing competition from supermarket own-label brands, Taylors of Harrogate aimed to increase awareness of the Taylors masterbrand and its Coffee Bags range while reinforcing its premium positioning. The challenge was not only to drive brand metrics but also to demonstrate that premium media environments can deliver tangible business outcomes.

In partnership with Ozone, we activated across trusted, high-quality news publishers that strongly index against Taylor’s core ABC1 audience. Informed by insights from Lumen and Newsworks, the campaign tested how different high-impact formats perform in premium editorial environments, based on the hypothesis that formats generating greater attention would drive stronger brand outcomes. To measure impact, we implemented a bespoke framework combining Ozone’s regression-based brand study, a custom format effectiveness study, Circana’s in-store sales analysis, and Lumen attention measurement. This allowed us to map the relationship between attention, format, and brand lift. The campaign delivered strong brand and sales impact, reinforcing the value of premium news environments in capturing attention and driving results. Product-led creative for the Coffee Bags range generated the strongest brand lift, while format performance varied across the funnel: Video Wrap drove the highest overall lift, Pre-roll strengthened consideration, and high-impact Skins delivered significant uplift for the Taylors masterbrand following creative optimisation.