Caffeine-controlled coffee brand TrueStart is set to launch its first-ever TV campaign as part of a £250,000 multi-channel marketing drive designed to reach more than 20 million consumers.
The 30-second spot will debut during ITV Breakfast on October 1 and run for six weeks across Southern, Central and Northern regions. Timed to coincide with National Coffee Week (13–19 October), the ad champions the brand’s unique proposition as the UK’s first caffeine-controlled coffee – positioning it as “the coffee you need” for every occasion.
The creative follows the day of a TrueStart drinker, Cindy, who selects different blends to match her routine – starting with Barista Grade in a vibrant yellow morning scene, moving to Super Blend for a red-hued team brainstorm, pausing with Lightly Caffeinated during a green yoga session, and finally relaxing with Decaf against a calming blue backdrop.
TrueStart was launched in 2015 by husband-and-wife duo Simon and Helena Hills. The campaign marks a milestone moment for the fast-growing challenger brand, recently recognised as the UK’s 24th fastest-growing company.
“Launching our first TV campaign is such a huge moment,” said Helena, who added: “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.”
Alongside the broadcast launch, TrueStart is rolling out its biggest out-of-home and shopper marketing programme to date. Sampling activations in London and Bristol will see more than 5,000 hot coffees handed to commuters, supported by retail promotions across Morrisons, Co-op, Asda, Ocado and Booths throughout October.
