Spilling the Tea with Tetley. How we elevated Tetley’s campaign through a Val Morgan Group solution.
The objective.
Tetley Tea set out to connect with a more youthful audience and strengthen its link to pop culture, breaking away from traditional tea tropes. Their goal was to show up in culturally relevant environments that resonate with this audience, positioning the brand in a way that feels current and relatable.
How we rose to the challenge.
The solution was to place Tetley’s campaign in relevant environments that connected the brand with youthful audiences.
Digital amplification.
Bespoke content, including a Tetley Hub, were created and shared across POPSUGAR’s website and social channels.
On-screen activity.
The campaign came to life across our retail network, positioned on the path to purchase in close proximity to leading supermarkets.
Programmatic outdoor.
Using our programmatic solution, Tetley’s campaign creatives were regularly updated to feature the latest entertainment news.
"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.
