Taylor & Colledge
The Challenge
Despite a rich 120-year heritage of crafting vanilla extracts, pastes, and pods, Taylor & Colledge faced a modern hurdle: limited consumer awareness. While the brand is a trusted industry veteran—priding itself on intense, consistent, and natural flavours—it wasn’t yet a household name for the everyday home cook.
The brand needed to grow its market share by solidifying its position as a true expert in flavour. Beyond just taste, they also needed to shine a light on their sustainability credentials. Immediate was tasked with bringing the Taylor & Colledge story to its scaled audience of baking enthusiasts, with three clear objectives:
- Drastically raise brand awareness.
- Establish the new positioning, “Bring Flavour to Life”, focusing on quality.
- Drive home key messages regarding expertise, premium ingredients, and sustainability.
The Plan/Execution
To bridge the gap between heritage and the modern kitchen, Immediate executed a multi-channel content strategy centred on inspiration and education.
Immediate partnered with celebrity chef Lisa Faulkner to create a suite of inspiring recipes and informative content. The goal was simple: show baking enthusiasts exactly how Taylor & Colledge products could elevate their bakes to the next level.
The campaign was rolled out across a diverse ecosystem to maximise reach and engagement:
- A Dedicated Microsite: A digital hub housing exclusive recipes, videos, articles, and competitions.
- Strategic Partnerships: Print articles in leading food publications, including Good Food, olive, and Delicious.
- Digital & Social: A targeted display campaign and social push designed to drive traffic to the content hub.
- Multimedia Support: Engaging video content and podcast sponsorships to reach cooks wherever they consume media.
The Results
The campaign delivered exceptional engagement numbers and, more importantly, shifted consumer perception dramatically.
The content resonated deeply with the target audience, delivering 11 million digital impressions and 3.5 million video views across platforms. The microsite hub became a destination for bakers, generating 409k page views and driving 52k competition entries with an impressive 65% data opt-in rate.
Brand Impact and Perception Post-campaign research conducted by Immediate revealed that the storytelling strategy worked. Among those who recalled the campaign, the data showed massive uplifts in how the brand is perceived:
- Awareness & Advocacy: Prompted awareness more than doubled (+113%), while brand advocacy skyrocketed by 214%.
- Key Associations: Consumers increasingly associated the brand with “Sustainability” (+167%), “Quality” (+146%), and “Premium” status (+147%).
- Messaging Effectiveness: There was a 4x increase in the association between the brand and its strapline, “Bring Flavour to Life”. Furthermore, Immediate recorded a 333% increase in people agreeing that Taylor & Colledge offers better quality than other brands.
Ultimately, the campaign drove action. 55% of the recall group took action after seeing the content, with the intention to cook a featured recipe being the top reaction.
