- TrueStart Coffee is set to launch its first-ever TV ad and biggest out of home campaign to date, aligned with National Coffee Week (13–19 October)
- The £250k campaign investment across TV, OOH, sampling and retail promotions is expected to deliver 20 million impacts
- Supported by FEBE Growth 100 and ITV Ignite, the campaign marks a major milestone in TrueStart’s growth, following its listing as the 24th fastest growing company in the UK
- The creative entitled TrueStart: The Coffee You Need showcases the brand’s unique point of difference as the UK’s original caffeine controlled coffee brand
TrueStart Coffee – the UK’s first caffeine-controlled coffee brand – is celebrating a new era of growth with the launch of its first-ever TV campaign and largest out of home activation to date. Airing on 1st October on ITV Breakfast, the ad comes as part of a £250k campaign across OOH advertising, sampling, in-store promotion and social media, expected to deliver 20m impacts nationwide. Recently ranked as the UK’s 24th fastest-growing company, TrueStart’s momentum has attracted backing from FEBE Growth 100 and ITV Ignite, who have supported the development of this new campaign.
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 13-19th 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. From a bright yellow morning scene which sees her diving into her day with a cup of Barista Grade to to the energising red of a team brainstorm, powered by Super Blend, through to a calming green yoga break with Lightly Caffeinated, and finally unwinding in a blue evening setting with Decaf. 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.
To support the campaign, TrueStart will be rolling out its biggest 360° marketing push to date. 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 Morrisons, Co-op, Asda, Ocado and Booths throughout October.
Helena Hills, Co-Founder & CEO of TrueStart, 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! Whether it’s kick-starting your day, finding focus, or winding down, TrueStart is the coffee you need.”
Elisha Melly, Business Manager at ITV AdVentures Ignite said: “Ignite is ITV’s Commercial Incubator, and exists to help ambitious, high-growth brands scale through the power of TV. TrueStart is exactly the kind of disruptive, energetic challenger we love to work with. This campaign showcases not only a brilliant creative, but also a business with huge future potential.”
Charlotte Quince, Co-founder of FEBE said: “TrueStart perfectly captures the entrepreneurial spirit that drives the FEBE community. We’re passionate about championing founder-led businesses, and it’s fantastic to see our partnership with ITV Ignite help TrueStart launch their very first TV campaign. We couldn’t be prouder to support a brand that’s shaking up the UK coffee category.
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