Tetley
For the Love of Tea,
Tetley
Tetley are one of the leading tea brand
suppliers and are considered the top
brand in the foodservice industry.
Their expansive range of products can be found across cafes,
restaurants, hotels, and hospitality venues across the country.
This was a digital-driven campaign and made up of 5 key elements:
1. Tetley ‘Tea your way’ App
Focusing on simplifying the serve for operators and providing added value and interaction with the consumer, we developed a Tetley app. The app enables consumers to create a ‘tea profile’ outlining how they best like their tea, they can then use this profile to order their tea within a café.
2. Key operator collaborators
We understand the power of operator endorsement. Therefore, we recruited 3 real-life independent cafés from across the UK who stock Tetley tea and are firm advocates for the brand. Creating operator testimonial videos as the leading source of content for our campaign. These are hosted on the Tetley foodservice website.
Overall, the campaign was successful in raising brand awareness and showing Tetley as a one brand solution. Some highlights included:
Focusing on a more single-audience approach, we were asked to support Tetley in reaching out to the café sector by highlighting the importance of providing a great tea offering.
In order for Tetley to maintain its position in the industry, the brand must continuously be active in the market to attract new customers and continue growing its market share in a highly competitive environment.
The main purpose of this campaign was to increase brand awareness, highlighting the product support and added value Tetley can provide to independent café operators.
This led us to the campaign: For the Love of Tea, Tetley.
3. Media and PR activation
We created a targeted media strategy that resulted in Tetley campaign
assets featuring in a range of café specific magazines & publications.
4. GDN Advertising
Each time a café operator searched for tea (or any related content): we wanted our ‘for the love of tea’ campaign assets to appear. Therefore, we ran a targeted GDN campaign that pushed people to the Tetley Foodservice website.
5. Social media (organic and paid)
We ran a highly targeted social campaign that published our collaborator
content hosted on the Tetley foodservice website.