The Fairtrade brand, which currently produces more than 15 green tea variants, will distribute over 250,000 samples of its flagship Pure Green Tea throughout July. The campaign will feature a mixture of face to face hit squads, office-based sampling and free samples in ASOS mail deliveries.
BEcause Experiential Marketing has been hired to mastermind the live hit squad aspect of the campaign. An all-female ‘Clipper Crew’ of green tea ‘queens’ in flower-chain crowns, will tour high footfall outdoor areas within the M25 over 9 days of live activity, distributing samples from bicycles and trailers with simple, rustic charm. Public spaces around Wimbledon Park showing the tennis championships on giant screens will be amongst the areas targeted.
To support the hit squad activity, Clipper has engaged GemsAtWork to manage an office-based sampling campaign, whilst Response One has been tasked with coordinating free samples in all mail order deliveries from online fashion retailer ASOS throughout July.
The campaign 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 many other manufacturers.
Gill Green, marketing director at Wessanen UK, comments:
“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.”