Case Study: Twinings Tea Party

Objectives:

Create an engaging and memorable event to drive trial, while providing the perfect setting to educate consumers on the many flavours and benefits of Twinings Tea.

How it Worked :

• A replica of the original Twinings store on Strand Street in London, was created and acted as the focal point of the tea party. Four sections were created surrounding the Twinings tea shop, representing 4 flavour zones (black tea, green tea, herbal tea and chai tea)

• The ‘flavour zones’ were each uniquely decorated and were serviced by servers, dressed in costumes to provide consumers a complete sensory experience as they enjoyed their Twinings tea. 5,000 hot cups of Twinings Tea were served to Torontonians who had the option to sample 8 varieties of tea. Consumers could customize their tea to their specific liking with the provided 2% and skim milk, soy milk, rice milk, honey, sugar and artificial sweetener

The Experience:

• A replica of London’s Twinings Tea Shop, was the focal point of the event and served as the staging area for the brand ambassadors

• Tea sommeliers expertly prepared the team in the Tea Shop, ensuring every cup was the perfect cup of tea!

• As consumers entered the Tea Party, they were greeted by the hostess who invited them to sit in one of four sensory zones, each correlating to a brand flavour:

1. Lady Grey & Earl Grey
2. Green with Lemon & Green with Mint
3. Honeybush, Mandarin and Orange & Pure Camomile
4. Chai Spiced Apple & Chai French Vanilla

Program Elements:

• Each zone was serviced by a waiter or waitress who delivered the experience by serving hot tea, while delivering key messages

• Each table displayed an assortment of condiments (milk, sugar, honey, etc.), allowing our brand ambassadors to further the conversation on how to enjoy the many varieties of tea

• The Twinings Gazebo provided samples to consumers who did not have the time to join the Tea Party, but still wanted this high-value sample

• Using iPads, consumers were encouraged to sign up for “Tea-Mail” at Twinings.ca, for their chance to win a one year’s supply of Twinings Tea!

Each Sample Box Contained:

• 4 sachets of Twinings Tea (Lady Grey, Green with Lemon, Honeybush, Mandarin and Orange & Spiced Apple Chai)

• A Walkers Shortbread Biscuit

• A $0.50 off coupon for Twinings Tea

Supporting Activites :

PR Drops:

The morning prior to the Tea Party, six Twinings Brand Ambassadors visited 4 media outlets (City TV Breakfast Television, CP24 Breakfast, 104.5 CHUM FM and Boom 97.3) to deliver Twinings gift baskets. Stu Jeffries of Boom 97.3, mentioned the event after the team’s departure.

Key Account Visit:

The Twinings Ambassadors first visited Loblaws Head Office, allowing the staff to enjoy a sneak peak of the event. An invitation was sent out to all 3,400 employees, inviting them to come visit the Twinings Mobile Tea Cart, which served over 1,000 cups of hot tea and Walker’s Shortbread that day.

Market Walks:

Post Tea Party, the Twinings Ambassadors and Mobile Tea Cart hit two of the busiest Toronto areas (Yonge & Eglinton and St. Lawrence Market) for market walks and sampled over 15,000 Twinings sample packs.

Overall Results:

• Hot Tea Samples – 6,000

• Sample Packs (Dry Samples) – 50,000

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