Taylors of Harrogate is the latest winner of Ozone’s The Power of Premium Awards for its work in percolating the perfect partnership between Ozone, Goodstuff and the Great British hot beverage brand.
This ongoing 2025 partnership, which began in April, blended an advanced audience targeting strategy and eye-catching creative with a bespoke measurement framework, using learnings from three campaign bursts to deliver real-world outcomes for the Taylors brand and its extensive range of coffee bags range.
Partnership overview
- Audience insights derived from UKOM-endorsed data in Ipsos iris to identify Ozone’s overall reach to the UK’s total hot beverage audience, and penetration into a 35+ ABC1 core ‘brew crew’ audience.
- A full suite of custom, benchmark-beating rich-media online display and video formats, created by Studiozone, Ozone’s in-house creative team, to be deployed across desktop and mobile devices.
- The implementation of a bespoke measurement framework, including standard digital KPIs, custom brand studies measuring overall brand lift, format brand lift and user polls (Brand Metrics); attention (Lumen); and in-store sales lift (Circana).
The three-phase partnership began with a ‘Masterbrand’ campaign, which was followed by a ‘Coffee Bags’ promotion, before finishing with a final ‘Masterbrand’ burst. Learnings from each phase of the partnership were then used to inform and optimise the strategy for the subsequent bursts. The initial results were exceptional, with the Circana sales results being among the best we’ve ever seen.
Creative showcase
While the partnership was shortlisted by members of Ozone’s senior commercial leadership team, the final decision was independently agreed upon by members of the Premium Web Advisory Council.
Judges comments
“This campaign shows the continued value of quality display as part of a full-funnel campaign – with measurement set up to show both the media impact and the business impact for the client, this activity highlights the power of quality bespoke targeting for full-funnel results driving real bottom-line movement.”
“The creative formats utilised, including the Flowscroller format, is a great example of how to land eye catching creative in content without being overly disruptive of the user experience, contributing to strong engagement. Most importantly though, it’s always fantastic to see media metric success convert into real world outcomes.”
Congratulations to Taylors of Harrogate, Goodstuff and the Ozoners involved in bringing this coffee campaign and creative to fruition. This success isn’t just a win for Taylors; it’s a clear demonstration that premium quality, perfectly targeted, drives tangible, bottom-line results.
