TEA INDIA

Background

Tea India is a family-owned US-Indian chai brand. Until recently it was almost solidly an own-label supplier, but has in the last two years begun efforts to grow the Tea India brand.

Objective

Become the chai brand of choice amongst holistically healthy women.

Insight

Our target audience is open-minded when it comes to food flavours from around the world and is happy to learn about how other cultures use food and drink to look after themselves.

Strategy

Drive trial: the Tea India product is fantastic and while chai is easy to describe (‘the freshness of ginger, the warmth of cinnamon, the sweetness of cardamom, the boldness of cloves, the kick of black pepper, and the subtle allure of anise, all mingling harmoniously with robust black tea’), actually tasting it is key to consumer conversion.

Activity

How Will You Know, If You Never Chai? Whilst chai and single estates teas have been brewed and enjoyed locally for centuries by Asian communities, there is a distinct lack of knowledge of chai and its benefits in the UK.

Our job was to get on the radar of potential UK chai lovers, to help drive discovery and trial of Tea India’s rich, creamy and authentically Indian chai.

Through a mix of good old-fashioned newsroom, influencers and sampling activity the campaign has delivered some ace results to date which include:

Results

• more than 30 pieces of press coverage reaching 43.9m customers including hits with The Metro, Daily Mirror and Daily Express
• branded content from our influencer partners with a reach of 4.4m accounts
• sampling at the Holistic Healthy mecca that is Balance Festival, where we got Tea India into the hands of 4k would-be Tea India lovers.
• an array of competitions with the likes of Women’s Health and Vegan Food and Living which generated over 6.7k engagements and counting for Tea India that helped tell the story of why Tea India is the go-to-choice for tea lovers everywhere.

Sunny Side Up says

“Tea India is a brilliant example of a successful own-label bringing in brand experience and then being able to segment, target and position distinctly and unlock a campaign which both trade buyers and consumers respond to.

“The brand is now leading the rapidly-growing chai sector, one of the few growing parts of the wider tea industry and set for significant growth in the next few years.”

Nick Woods, Strategy & Creative Director