Challenge:

Dilmah Tea is a family business founded on family values. From March to August 2021, they undertook a major brand campaign in Australia, their first since 2013, with the core objective to make people more aware of the brand, and to educate Aussie (tea) drinkers on its unique characteristics. Ultimately, they were looking to attract new and lapsed tea drinkers and increase loyalty to the brand.

Solution:

Nine Plus connected Dilmah Tea with Australians at scale using a combination of TV, radio and print. It was a multi-layered campaign that talked to the brand’s provenance, an uncompromising promise of quality, the natural ingredients used, and how Dilmah is handcrafted with love.

Tapping into very receptive moments, which also elevated the brand in tea consumption occasions, a combination of TV and Nine Radio helped to drive mass awareness, while more targeted reach was delivered via print to promote the values of the brand.