The challenge
Despite 120 years of experience creating vanilla extract, paste and pods, consumer awareness of Taylor & Colledge was limited.
Taylor & Colledge is a trusted brand that prides itself on delivering intense, consistent and natural flavour in its products. The brand was keen to grow market share by conveying its position as a flavour expert. It was also keen to raise awareness of its sustainability credentials.
Immediate was tasked with telling Taylor & Colledge’s story to our scaled audience of home cooks.
Objectives
- Raise awareness of the Taylor & Colledge brand.
- Establish the brand positioning of ‘Bring Flavour to Life’, emphasising quality and flavour credentials.
- Promote key messages around expertise, quality ingredients, sustainability, and product range.
Deliverables
In partnership with Lisa Faulkner, we created inspiring recipes and informative content for baking enthusiasts, showing how Taylor & Colledge products can elevate their bakes to the next level:
- Microsite (including recipes, videos, articles, and competitions)
- Social campaign (driving to hub)
- Print articles (Good Food, olive and Delicious)
- Targeted digital display campaign
- Supporting video content
- Podcast sponsorship
Campaign performance
11m
digital impressions delivered
(41% over target)
3.5m
video views across platforms
(36% over target)
409k
hub pageviews
(143% over target)
52k
competition entries
65%
data opt-in rate
“Lisa was the perfect ambassador for Taylor & Colledge – not only is she friendly, relatable and down-to-earth, but she’s also highly respected in the baking world and much of our audience is inspired by her.”
Sam Pietrasiewicz, Head of Partnerships
Post-campaign research
In Immediate's post-campaign research, we saw the following uplifts among those who recalled the campaign…
113%
uplift in prompted awareness
117%
uplift in consideration
200%
uplift in +ve perception
55%
of recall group took action
e.g. intent to buy
214%
uplift in brand advocacy
400%
uplift in strapline awareness
Campaign outcomes
- Prompted awareness of Taylor & Colledge more than doubled amongst those who recalled the campaign with triple digit uplifts across the key metrics of perception (+200%), consideration (+117%) and advocacy (+214%).
- We saw uplift in associations with the following words: quality (146%), premium (147%), sustainability (167%).
- We also saw a 333% increase amongst those people who agreed with the statement: “It is better quality that other brands.”
- There was a 4x increase in association between Taylor & Colledge and the “bring flavour to life” strapline.
- Overall, 55% of those who recalled the campaign intended to take acton as a result. Intention to cook a featured recipe was the top reaction.
Further case studies
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