An eagle eyed customer sent us a photo of a Taylors of Harrogate ad they had spotted in the Tesco Magazine recently.
'A proper coffee in a bag' it proclaimed.
'All flavour. No faff.' it went on...
I'm sorry what?!
Needless to say I was shocked at the brazen rip off of our brand name and tag line, and pure lazy copywriting from one of the biggest coffee brands in the UK.
'Imitation is the sincerest form of flattery...' said Oscar Wilde.
However I hadn't realised that there was another bit to that quote that often gets missed out. The full quote is:
'Imitation is the sincerest form of flattery that mediocrity can pay to greatness.'
Well, I'll take that, and have a bit of fun with Taylors while I'm at it.
Anyway - given they ripped off our tagline, I decided to rip off their ad.
You know, there's a very good reason why we put 15g of coffee in our coffee bags, rather than the pokey 7.5g Taylors of Harrogate put in theirs.
The SCAA (Speciality Coffee Association of America) publish a 'Golden Cup Standard' - the guide for getting the best cup of coffee possible with the coffee you've got. In it they recommend a brewing ratio of 1:18 coffee to water.
If we apply that to Taylors - 7.5 x 18 = 135g water.
If we apply that to FAFF - 15 x 18 = 270g water.
How much water does a mug hold Wikipedia?
'Typically, a mug holds approximately 240–350 ml' David.
So with Taylors bag - you're either going to end up with a tiny coffee... or a weak coffee.
And what's weaker than a Taylors Coffee?
A Taylors Coffee Ad.