Taylors of Harrogate - "Why didn't we think of that before?" in new £2M Coffee Bags campaign, created by Lucky Generals.

Why on earth did we not think of this before? This is the question that Taylors of Harrogate are building their campaign around, After all, it seems so obvious that one could brew a single cup of coffee the same way you brew a single cup of tea. Like all truly clever ideas, it's obvious in hindsight, and so the campaign is humorously self-deprecating.

Since their launch in November 2016, Taylors of Harrogate has grown to the number one brand in coffee bags. This campaign follows a relaunch of the product. After over 18 months of product development, Taylors coffee bags are now available in a redesigned box with an optimised bag and a new blend in the range, Flying Start.

 Kelly Wright, Senior Brand Manager for Taylors of Harrogate says:

“Coffee bags are proof that consumers don’t need to compromise to enjoy proper coffee, but not enough people know they exist. We’re really excited to be championing Taylors coffee bags through this campaign, enlightening millions about this game changer of a product.”

 “We don’t take ourselves too seriously at Taylors. This campaign is funny, disruptive and self-deprecating, asking the question we’ve been asking ourselves for almost three years. We hope everyone loves it as much as we do!”

Danny Brooke-Taylor, founder at Lucky Generals, says:
 

“So often in life, the best solution to something is the one that’s been staring you in the face from the very start. We're really proud of this campaign but why didn't we think of it before?”

The film in the campaign will be airing in 60, 30 and 10-second cut downs. It depicts a woman pondering why this ingenious idea hasn't struck us before, and all these silly situations through time where someone who has come up with the idea is interrupted in various ways. Props for the 1970s and 1980s art direction, by the way. I love the stoner guy talking to a coatrack and the giant 80s phone. 

The TV campaign will be supported by a range of shopper marketing, out of home, digital, PR and sampling activity at music festivals and train stations across the country this month, targeting consumers who prefer roast and ground coffee but sometimes have to compromise with instant coffee in the interest of convenience.

Credits

Brand: Taylors of Harrogate

Client name and job title: Taylors Coffee Bags - Why didn't we think of them before?
Creative Agency: Lucky Generals

Media agency: Goodstuff
Director: Randy Krallman
Production Company: Smuggler
Production Company Producer: Gustav Geldenhuys
Editing House/Editor:  Marshall Street Editor / Tim Thornton-Allan
Post Production: Electric Theatre Collective 

Post Production Producer: Jon Purton

Colourist: Janson Wallis 

2D Lead: Paul Wilmot

2D Artists: Flavio Kawamoto, Tomer Epsthein

DMP: Dave Gibbons

Sound Studio/Engineer: Wave Studios / Parv Thind 

About Lucky Generals

Lucky Generals is a creative company for people on a mission. An Emmy-nominated, multi-award-winning agency, with creativity at its core, we believe in making work that makes a difference. Founded in 2013 by Helen Calcraft, Andy Nairn and Danny Brooke-Taylor, Lucky Generals is now an international agency with offices in London and New York. Clients include Amazon, AB Inbev, Celebrity Cruises, Funding Circle and The Co-op.