Taylors of Harrogate, has appointed its first ever consumer PR agency to support the business across PR and experiential.
Sam Ward, brand PR manager at Taylors of Harrogate said: This is a year of firsts for our business, so what better way to kick that off than with appointing our first ever consumer agency. With Taylors Coffee appearing on TV for the first time and Yorkshire Tea embarking upon an official partnership with the first ever Tour de France Grand Depart in Yorkshire, 2014 is set to be a big year.
Finn PR was appointed after a competitive three-way pitch. The agency’s brief will focus on supporting trial and awareness objectives across core product lines and NPD, with activity including traditional and online media relations as well as experiential and event support.
Sam continued: Our Yorkshire roots are important to us so finding a Leeds-based agency with national experience and big brand credentials was a great result.
Finn’s creativity and strategic understanding was second to none. We’re thrilled to have them on board as our agency partners.
The appointment comes at a pivotal time for Taylors of Harrogate, whose flagship brands, Yorkshire Tea and Taylors Coffee, are in positive growth in their respective markets.
Sam Ward on the development of Yorkshire Tea: Yorkshire Tea continues to outperform the market and is the fastest growing major brand in the sector, with five per cent growth year on year.
Our sponsorship programme helps us to leverage this momentum and 2014 will still see us as the official brew of England cricket, building on the success of last year’s sponsorship.
This year, Yorkshire Tea will also become the official partner of the Grand Depart, Yorkshire. Yorkshire Tea will leverage the partnership to drive brand awareness, running high impact experiential, which will be amplified through social media content and PR activity.
Sam continued on the devlopment of Taylors coffee brand: Over the past 12 months, Taylors’ value sales have risen to over £40m, more than a seven per cent increase on last year. The brand has stayed ahead of the market and is looking to invest even further this year to drive penetration of its premium range of roasted and ground coffees.
A £3m advertising campaign will launch in summer 2014, to help consolidate our position as brand leaders in the market and support the revamp of our core lifestyle range of coffee.
This support will be amplified through print, PR and social media activity.
Richard Rawlins, managing director at Finn PR said: We’re thrilled to be appointed to work with such an iconic client as Taylors of Harrogate. We continue to evolve our point of difference, being able to commercially demonstrate the value of PR to our client partners and this has driven 30 per cent growth over the last year. We can’t wait to get stuck in with the Taylors of Harrogate and help them to continue the phenomenal success their brands have enjoyed to date.