How do you to sustain sales in a caring way during unprecedented times?

The Challenge

As a longstanding client of over eight years, The Hub has worked tirelessly with the Tetley marketing and commercial teams to help to drive the Tetley brand into the most lucrative channels for the nation’s favourite tea brand.

Having achieved remarkable growth in the care home sector over recent years with various channel specific campaigns, we were challenged to maintain customer relationships and give some invaluable support to care homes and their residents in the extremely difficult times during the pandemic.

The Strategy

To support not only the care home heroes but also the residents unable to see their much-loved visitors during these times, The Hub devised an added-value support campaign for staff, giving them essential advice and guidance on the importance of keeping hydrated, while developing a motivating resident initiative to keep them engaged, entertained and reminding them of the need to share a cuppa with residents during such challenging times.

The Campaign

Tetley Activi-Tea was The Hub’s invention to show Tetley’s unwavering support of care home operators, the channel most detrimentally effected during the periods of lockdown.

Taking engagement online to effectively reach those operators in need, The Hub developed a microsite populated with downloadable Activi-Tea kits, guides, insight and advice for carers, highlighting the significant importance of hydration in the elderly, as well as the emotional benefits of connecting with their residents over a cuppa, during a truly isolating time. The digital kits provided staff with a bank of downloadable activities for residents to engage with, including crossword sheets, memory cards, tea party kits, playlists and more.

The Hub drove awareness of this significant platform via our care sector media network and the National Association of Care Home Caterers (NACC) with an outreach programme of print and digital communications, culminating in bringing the proposition to life at the NACC Training & Development Forum.

Building on its relationship with key care channel RTM partner, Brakes, the campaign was further extended to the wholesaler’s care customers, via a fully branded supplier portal on the Brakes e-commerce site, linking to the Activi-Tea microsite.

The Results

Further enhanced key supplier partnership with Brakes

Over 700 individual microsite visits during first 3 months of campaign

567 downloads of Activi-Tea Assets

Targeted media coverage in key Care Home titles

Industry-wide visibility via NACC TDF

“This was an inspiring and well-executed campaign that aligns perfectly with both Tetley’s brand values, and our desire to work with our customers to deliver genuine added value to end-users. It’s also strengthened our relationship with Brakes, a key route-to-market partner for us within the care sector.”

Senior Brand Manager, TATA Global Beverages

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