Clipper Teas will embark on an extensive summer sampling campaign for its flagship range of Fairtrade green teas, designed to position the brand as the “Queen of Greens”.
Clipper Teas will distribute over 250,000 samples of its pure green tea throughout July. The campaign will feature a mixture of face-to-face “hit squads”, office-based sampling events and free samples delivered through mail orders with online fashion retailer Asos.
An all-female “Clipper crew” of green queens in flower-chain crowns will tour high footfall outdoor areas within the M25 over nine days of live activity, distributing samples from bicycles and trailers. Public spaces around Wimbledon Park showing the tennis championships on giant screens will be among the areas targeted, the brand said.
BEcause Experiential Marketing helped Clipper Teas to develop the “hit squad” activity.
GemsAtWork is responsible for managing the office-based sampling campaign, while Response One will take charge of the Asos mail deliveries.
A squad of Clipper “queens” will tour the capital, providing free samples from their bicycles and trailers.
Brand owner Wessanen said that the new campaign will aim to champion the delicious, natural taste of Clipper’s green tea range, as well the health benefits of green tea and the company’s ethical heritage. It builds on the brand’s quirky Truthful Green Tea Shop pop-up activation earlier this year, which took a humorous hidden camera approach to highlight the difference between Clipper’s green teas and those produced by other manufacturers.
Gill Green, marketing director for Wessanen UK, said: “Demand for green tea continues to boom, yet within this highly-competitive marketplace we believe our green tea reigns supreme. This concerted sampling drive will allow us to directly reach potential customers that may not have experienced our great-tasting tea before, and to introduce them to our range of delicious, all natural flavours. It is also an opportunity to chat with consumers about the difference they can make to the lives of tea workers and their families, just by drinking a cup of Fairtrade tea from Clipper.”
© FoodBev Media Ltd 2024