Dorset Tea needed to step out of its comfortable slippers and move towards a more distinct and impactful creative style for its 2021 brand communications. For a long time, it had been pitched as a lifestyle brand, living the dream in a beautiful county, however the team felt that this was no longer providing the stand out they needed. The brief for this campaign was to create a concept, with an element of humour, which would have greater national appeal.
To bring the brief to life we planned a film and photography shoot with real life Dorset tea drinkers creating a set of tea characters, with a strong look, based around their individual personalities. The creative idea worked across a range of digital media and drove customers through to a campaign microsite and quiz. With 25,000 entrants in the first two days alone this campaign proved extremely popular online.
Photography by Sean Conboy