The brief for our fourth brand campaign for Dorset Tea was to put a greater focus on the tea, in a way that continued to be ‘Distinctly Dorset’ and tapped into those summer moments when only a good cup of tea will do.

Our approach was to not only put delicious tasting Dorset Tea’s at the heart of the campaign, but to partner them with delicious summer picnic snacks that are the perfect partner to a cup of tea, to transport people into the taste moment and get mouth’s watering. We also evolved the headline from ‘There is no better time for a cup of sunshine’ to ‘Nothing beats a cup of sunshine’ – a bold and confident nod to the quality credentials and talking directly to our customers love of great tasting tea.

The integrated campaign rolled out across local OOH sites, including 6 sheets and lamppost banners, featuring a range of mouthwatering food pairings, as well as paid social and e-mail activity. To date, Dorset Tea has the same rate of sale regionally as the market leader.