TrueStart – the independent B-Corp coffee brand, on a mission to brew positive energy – has announced its first ever out-of-home campaign during UK National Coffee Week (14-20th 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 TrueStart’s witty, yet humble brand personality, the core messaging of the campaign centres around honesty in an admission that, while your morning coffee isn’t a life-changing event, it does offer a small moment of joy to kickstart your day the right way.
Through creative taglines including; “This won’t change your life, but it will change your mind – wake up and dive in“ and “This won’t fix everything, but it’s a start – wake up & dive in”, the campaign seeks to demonstrate TrueStart’s ability to offer impactful moments of positivity, without overpromising. While accepting that your morning coffee will never be more than a fraction of your day, TrueStart seeks to make that fraction the happiest and most positive experience it can be.
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 & dive in” and “It’s not tax relief but it will lighten your mood – wake up & dive in“.
The campaign also aims to challenge perceptions around instant coffee through targeted sampling across each of the cities where the OOH will be featured – London, Manchester & Bristol. Over the course of three days, TrueStart will be sampling more than 5000 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 of the sampling. It will run across the following dates and locations:
- Manchester – 15th October
- London – 16th October
- Bristol – 17th October
Helena Hills, co-founder of TrueStart said: “We’re absolutely buzzing to show the world what TrueStart is all about, and launch our first ever out-of-home 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 your unique everyday life.”
The TrueStart out-of-home campaign will run throughout National Coffee Week (14-20th October) in London, Bristol & Manchester.
