Good Earth
The brief
Drive trial and awareness of Good Earth’s Ginger, Turmeric & Lemon tea; with a particular focus on health-conscious, ABC1 consumers aged 20 – 35. An audience that drinks tea traditionally in moderation, but is more likely to seek exciting flavours; whilst also creating a clear path to purchase after sampling
The solution
Offices within a short distance of a Good Earth stockist in cities across the UK, where the highest share of employees matched Good Earth’s target audience profile, were selected for the campaign.
The brand took center stage in participating offices as Gems Ambassadors introduced Good Earth to employees during relevant tea breaks and shared moments – with samples in self-enclosed envelopes. Leaflets and posters were used to further educate consumers.
Employees received money-off coupons to use in nearby stores, further incentivising trial and purchase, while a bespoke survey encouraged feedback post-trial to deepen consumer engagement.
The results
HIGHER SALES INCREASE COMPARED TO NATIONAL AVERAGE*
132,267 tea bags were sampled across 257 workplaces, helping offices workers across the country unwind with a relaxing cuppa, before they used their money-off voucher in their nearby stockist.
With such amazing results, it’s no wonder Morrisons sales grew by 44% in the month following sampling, and Asda by an equally amazing 30%**
*across targeted Morrisons stores only, comparing week-on-week sales to the four weeks prior
**average percentage sales increase in the month after sampling in targeted Morrisons & Asda stores
