TrueStart has announced its first ever out of home campaign during UK National Coffee Week, which begins on 14 October.
The campaign, which will see digital billboards run across London, Manchester and the brand’s hometown of Bristol, is the largest investment into a marketing campaign ever undertaken by the challenger brand.
With a narrative aligned with its witty, humble brand personality, the core messaging centres around honesty in an admission that, while your morning coffee isn’t life-changing, it does offer a small moment of joy.
Launching just ahead of the Autumn Budget announcement, the creative also features a range of witty and topical taglines such as “It’s not a public spending boost, but it will fuel your morning - wake up and dive in” and “It’s not tax relief but it will lighten your mood - wake up and dive in”.
The campaign aims to challenge perceptions around instant coffee through targeted sampling across each of the cities where the ad will feature. Over the course of three days, it will be sampling more than 5,000 full cups of its specialty grade Colombian coffee in a treasure hunt style sampling activation, with the brand’s location and timings shared on the TrueStart Instagram page each day.
Helena Hills, co-founder, said: “We’re absolutely buzzing to show the world what TrueStart is all about, and launch our first campaign across the UK. TrueStart has always existed to spread positive energy and this campaign highlights that we offer those small, but important, moments of positivity and joy in the midst of everyday life.”
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