Tetley, Ripple Street Drive Trial With St. Patrick's Day Parties

Tata Consumer Products’ Tetley supported its expanded retail distribution and the launch of an Irish breakfast premium black tea by partnering with Ripple Street to make the product part of St. Patrick’s Day celebrations.“Ripple Street’s extensive community and experience executing creative and engaging campaigns that drove consumers to stores [as well as] product engagement and user-generated content were all strategic considerations of our partnership,” Garrett Sandberg, Tetley brand manager, told the Path to Purchase Institute.The effort targeted ShopRite, Ahold Delhaize’s Giant, Big Y and Weis Market shoppers between the ages of 30-50. Members of Ripple Street’s peer-to-peer marketing platform could apply to host a Tetley Luck of the Irish Tea Party ahead of St. Patrick’s Day 2022 by completing a screener survey and taking a "shelfie" at one of those retailers to post across their socials and the Ripple Street platform using #TetleyParty. Ripple Street promoted the opportunity via email and social media.“Ripple Street’s campaigns are very experiential, facilitating in-home product trial, often around holidays,” Sandberg said. “They suggested anchoring to St. Patrick’s Day to help foster a deeper connection between Tetley and the consumers who would be selected for the event.”The 250 most engaged consumers who met the targeting criteria were chosen from thousands of applicants. They received a box of Tetley Irish breakfast tea along with a “Happy St. Patrick’s Day” banner, paper cups, stirring spoons, top hats and photo props for their celebration. The gatherings produced both images of people enjoying the tea and product reviews.The campaign generated more than 23,000 social media posts and comments and 2,400 product trials. The activity led to a 117% increase in brand favorability, a 112% lift in purchase intent and a 181% increase in intent to recommend the product. Tetley supported the Ripple Street activation with temporary price reductions and sponsored search on retailer websites.“The Tetley team was extremely pleased with the impact the campaign had on the launch of its Irish breakfast innovation SKU,” Sandberg said. “The team at Ripple Street collaborated closely throughout the campaign development and execution and were a pleasure to work with.”The success led Tetley to partner with Ripple Street again in December 2022 to offer a party package for its British blend premium black tea with the goal of driving the same key performance indicators. Tetley will also work with Ripple on another campaign in early 2024.

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