Spilling the Tea with Tetley. How we elevated Tetley’s campaign through a Val Morgan Group solution.
The objective.
Tetley Tea were looking to connect with a more youthful audience and strengthen its connection to pop culture to break the mould of the traditional tropes of tea.
How we rose to the challenge.
The solution was a two-pronged approach, utilising our programmatic solution alongside Val Morgan Digital’s POPSUGAR publication to connect Tetley with their target demographic whilst also unlocking high mental and physical through path-to-purchase placement.
Digital amplification.
Executed across POPSUGAR’s publication with the creation of a bespoke content hub and social posts to connect Tetley tea with key pop culture moments.
On-screen activity.
An on-screen campaign rolled out across our retail network along the path-to-purchase in key proximity to leading grocery stores.
Programmatic outdoor.
Using our dynamic programmatic solutions, the on-screen campaign creatives were updated with trending entertainment news of the past 24-48hrs regularly, establishing a connection between Tetley and pop culture.
"Tetley Australia's ‘Spill the Tea’ campaign was a groundbreaking initiative, born from our idea to engage consumers with reactive content that spills the latest hot topics and entertainment news ahead of the curve. This was a first-of-its-kind campaign in the Australian market on this scale, and we were thrilled to see its potential for connecting with a younger audience in a dynamic and relevant way. Val Morgan Group played a crucial role in the successful implementation of this vision, providing invaluable support and expertise across their outdoor retail network to drive path-to-purchase and their innovative digital strategy to amplify our message across platforms. Their collaborative spirit and dedication were essential in bringing our concept to life and achieving its overwhelming success, and we highly value their partnership."
Divya Shrivastava, Head of Marketing at TATA Australia.
