B R A N D & D I G I TA L E S TAT E L A U N C H
Birchall Tea An independent, award-winning British tea blender producing East Africa's finest tea. Digital Content Platform / Brand Content / Campaign Launch / Brand Partnerships / Social Activation
B R A N D & D I G I TA L E S TAT E L A U N C H
Birchall Tea Challenge
Idea
Expertise
Birchall Tea is a family owned London tea
We identified that we could position Birchall Tea
- FMCG & Luxury Experience
company of five generations that specialise in
as a brand that can fuel the audiences pride in
- Brand Strategy
premium, award-winning teas and natural fruit and
their discernment, through the appreciation of
- Brand Identity Design
herbal infusions. They are the largest exporters of
products of higher quality.
- Packaging
tea from East Africa.
- eCommerce Dynamic Platform The ‘Height of Discernment’ became the brand
- Digital Design
Launching the brand to an affluent household
proposition and looked to celebrate this discerning
- Brand Content
shopper, our challenge was to establish Birchall
nature, complementing the exceptional tasting tea
- Advertising
Tea as an authentic, credible and competitively
and as a nod to the high altitude the tea is grown
- Brand Partnerships
powerful brand within the highly saturated tea
at for its full & rich flavour.
- Social Activation
market. A comprehensive mix of communication solutions Gaining market share and revenue growth
covering Brand Content, Advertising, Partnerships
through both online sales and premium retail
and Social Activations, were smarty delivered
outlets rather than just through trade alone.
through this central proposition to inspire this affluent audience to the brand and cost effectively drive them to purchase.
Birchall Tea Digital Content Platform A modern, dynamic e-commerce website was created, to appeal to an older more discerning audience and reflect the core Birchall values of discernment, high quality and tradition. A fundamental part of the website was its integration of an affinity content platform to complement the product showcase - to better engage audiences and effectively drive them to purchase.
Birchall Tea Brand Content
In order to best engage our affluent audience we arrived at a community-building affinity platform solution that aligned to both Birchall Tea’s values and the audience passions. By doing this we were able to build an emotional connection with our audience, grow affinity and effectively drive them to purchase. #BirchallsBritain is an on-going content theme that looks to unearth the best natural, cultural and culinary experiences across Britain, delivering Birchall’s core brand values of discernment, great taste, highest quality and tradition in parallel. Using smart editorial, impactful imagery and enriching video to deliver an engaging content series, hosted on birchalltea.co.uk, distributed across key social platforms, partner sites and energised through creative influencers in local communities.
Birchall Tea Product Showcase In order to stand the product apart and to elevate both its premium credentials, taste and quality cues we created a collection of standout product showcase imagery to support the overall communication. The eye-catching imagery looked to transport the audience to the taste sensations of each variant in a contemporary and arresting way.
Birchall Tea Product Lifestyle Inspired by the ‘Height of Discernment’ proposition new aspirational imagery was created and delivered across all consumer touch-points. Capturing the brand’s heritage, family values, quality and superior taste credentials to effectively tell the unique Birchall Tea story, ensure the brand’s long-term value and justifying its premium positioning.
Birchall Tea Campaign Launch Our ‘Drink the Splendour’ campaign adopted an innovative and beautiful animation technique to celebrate the key brand property of the Birchall Tea landscape and to deliver a more pointed product message. The 5 animated films, featuring 5 different products, showcased the superior taste sensation through distinctive landscapes where the ingredients are grown. The films capture tea-drinkers at a moment of rest within these beautiful landscapes to provide the audience a moment of tranquillity and reflection. This allowed the films to gain significant standout within the noisy and cluttered social space.
Birchall Tea Brand Partnerships Brand Partnerships have been developed in order to maximise consumer reach and to support the brand values in parallel. The ultimate ‘Tea Tasting Experience’ created in partnership with the exquisite Rosewood Hotel London and expanded to a variety of top hotels and restaurants across the UK. A select group of high value influencers, carefully selected to best connect with our affluent audience, were invited to experience this one-of-kind event and broadcast it to their audience to encourage product trial.
Birchall Tea Social Activation In support of our #BirchallsBritain content theme, we created a Social Content Activation called ‘Tea with a View’. This on-going activation looks to motivate and award our brand advocates by incentivising fans to share their favourite British views they enjoy with a cup of Birchall Tea. Complementing perfectly the #BirchallsBritain content this provided an opportunity for our highly engaged audience to become actively involved with the brand.
B R A N D & D I G I TA L E S TAT E L A U N C H
The Results 300% Increase Consumer Online Sales. Organic Site Visits from Social Platforms Growing 50% Monthly. Social Platforms Biggest Driver of New Trade - Above Search and Direct Traffic. Natural Search Ranking Increased to Page 2 from Page 14. Significant Improvement in Trade Sales Including Recent Wins Eat UK, Harvey Nichols, Virgin Atlantic, Chelsea Flower Show, Ascot Racecourse, Lords CC & Gordon Ramsey Group.