Brazen wins brief to make Lyons Coffee Bags famous

UCC Coffee has hired Manchester-based Brazen to raise the profile of its 100-year-old Lyons coffee brand. The agency has already enlisted TV star Melanie Sykes to front its new #ItsInTheBag campaign.

Melanie Sykes

Brazen was appointed following a competitive pitch to deliver a national brand-building campaign for Lyons, with a special focus on the company’s Coffee Bags.

Brazen has already kicked off its 12-month comms campaign by enlisting the help of TV star Melanie Sykes (pictured) to raise the profile of Lyons Coffee Bags and show the nation that “they’re just like tea bags, but coffee”.

Sykes will front the #ItsInTheBag campaign, which will include PR, social media and digital content creation, as well as host an “Afternoon Coffee” for media.

Brazen will also deliver a retail activation strategy to drive new listings and raise awareness and uptake of the Lyons Coffee product range among the foodservice and hospitality sectors.

Nicole Hartnell, Lyons Coffee brand manager, said: “Brazen impressed us with its strategic thinking, passion for the Lyons brand and creativity. We were looking for an agency to challenge us and show us the art of possible, and we’re confident we’ve found that in Brazen.”

Nina Webb, Brazen CEO, said: “Who knew that coffee came in a bag? We’re going to change that and make coffee bags every bit as famous as the tea bag.

“As a nation we quaff a massive 70 million cups of coffee a day, making the coffee market an extremely competitive place, but we believe we can break fresh new ground and help take the Lyons brand from strength to strength.”

Brazen director Sasha Marks will lead The Lyons Coffee account.