There are people for whom a Sunday roast doesn’t come from the oven, but from a cup. And those who think the daily grind is a medium roast blend.  Taylors welcomes these people to its family with a new brand platform and campaign by Lucky Generals.

Welcome to the family comes from the fact that Taylors was founded by the Taylors family, and today everyone employed by Taylors is united by something stronger than a surname – by a shared love of great coffee. The platform is an open invitation to everyone else who feels the same way – reminding consumers why Taylors is worth reaching for in a busy premium coffee category.

The campaign has launched with three films, each transitioning from real-world situations to sumptuous, intense and rich shots of coffee at its best, reframing everyday moments through the eyes of someone who lives and breathes coffee.

It runs across online video, video on demand, social and print, including numerous placements in weekend supplements, with media planning and buying by Goodstuff, and social by Jaywing.

 Jack Scott-Paul, senior brand manager at Taylors, stated, “Great coffee is something people connect over, and it’s been at the heart of Taylor’s for generations. We’ve spent decades honing what great coffee should taste like, and that obsession runs through everything we do. ‘Welcome to the Family’ celebrates that shared instinct for a cup made well – the rituals, the details and the taste of a really great coffee. There are so many people who notice those moments, and this campaign is our invitation for them to feel right at home with us.”

Nick Bird and Lee Smith, creative partners at Lucky Generals, added,“This campaign welcomes to the family all the coffee heads out there. Those who have a coffee cup half-full disposition. People who know their cortado from their elbow.”

Credits
Creative Agency: Lucky Generals

Production Company: You are here
Director:  Mr Francois                        
Executive Producer: Jeremy Gold      
Producer: Hannah Malpas                     
Production Manager: Christina Ankersen                      
Editor: Patrice Gautot

Colour & VFX: Black Kite Studios 
Colourist: George K 
VFX Supervisors: Mark Stannard & Sacha Danjou 
EP: Chris Allen 

Sound: No.8
Sound Engineer: Sam Robson
Producer: Karen Noden
DOP: Piet Deyaert
Production Designer: Michelle Sotheren                   

Media Planning: Goodstuff
Social Agency: aywing