Clipper Teas, the Fairtrade tea brand from Wessanen UK, has launched a three-tiered summer sampling campaign for its green tea range, designed to position the brand as the “Queen of Greens”.
Clipper 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.
An all-female ‘Clipper Crew’ of green tea ‘queens’ (in flower-chain crowns) will tour high footfall outdoor areas within the M25 for nine days, 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. It will also conduct an office-based sampling campaign, whilst delivering free samples in all mail order deliveries from ASOS throughout July.
The new campaign aims 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.
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.”