This month sees the first ever TV advertising campaign launched by Truestart, just in time for National Coffee week, commencing next Monday (13 October).
The £250k out of home campaign is expected to deliver 20 million impacts, TrueStart says, showcasing the brand’s unique point of difference as the UK’s original caffeine-controlled coffee brand.
Airing on ITV Breakfast from last week, the ad also sits alongside sampling, in-store and social media promotion.
The 30 second TV spot will run for six weeks across ITV Breakfast’s Southern, Central and Northern UK coverage areas, just ahead of the UK’s National Coffee Week celebrations from 13-19 October.
The campaign tagline - TrueStart: The Coffee You Need - is brought to life through following the daily journey of Cindy - a TrueStart drinker who enjoys a different coffee from the range for every moment of her day. As the UK’s first caffeine-controlled coffee brand, the ad campaign reinforces TrueStart’s unique brand proposition as a coffee that works for every person and occasion, no matter the time of day.
In addition, 33 high-impact OOH locations will showcase the campaign creative, including Bristol buses, Holborn escalator panels that speak directly to office commuters, and major placements across Euston, Vauxhall, Holborn and Earl’s Court Tube stations.
Sampling activations in both London and Bristol will see more than 5,000 hot coffees and sample products handed directly to commuters, with retail promotions running across Co-op, Asda, Booths and more throughut October.
Helena Hills, co-founder and CEO, said: “Launching our first TV campaign is such a huge moment for TrueStart. We’ve always believed coffee should make you feel as amazing as it tastes, and this exciting campaign is about bringing that belief - and our big energy - to life in the most vibrant way yet!”
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