TrueStart Coffee, the UK’s first caffeine-controlled coffee brand, is set to launch its first TV campaign and largest out-of-home activation to date.
Airing on 1st October on ITV Breakfast, the ad is 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 (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.
TrueStart will be rolling out its marketing activity to 33 high-impact OOH locations, which will showcase the campaign creative, including Bristol buses, Holborn escalator panels, 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, added: “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.”
TrueStart is listed by several major retailers, including Asda, Morrisons, Ocado, WH Smith, Co-op, and Booths. Its range includes:
- TrueStart Barista Grade Instant Coffee (£5.75)
- TrueStart Decaf Barista Grade Instant Coffee (£5.75)
- TrueStart Super Blend Instant Coffee (£5.75)
- TrueStart Lightly Caffeinated Instant Coffee (£5.75)
