Historically number 1 in Roast & Ground coffee, Taylors were looking to strengthen their category position. Whilst their coffee blends were known and loved, with competitors starting to move into the category, Taylors knew that this was no time to be complacent.
We set out to start a chain reaction to transform the brand and business, with a two-phased approach. We defined a clear mission for Taylors as the “leading voice in fresh coffee” that set a strategic agenda for the brand. With foundations in place we delivered a pipeline of ideas and brand initiatives that would ensure long term growth of the brand.
A year after the project 2 new product ranges have been launched and the new strategy that now drives all brand activity had been embedded.