Tetley Tea Masters

How do you guaran-tea the perfect serve out of home?

The Challenge


As the nation’s favourite brew, Tetley is challenged by guaranteeing that operators offering the brand across foodservice outlets serve the perfect cuppa to ensure consumers have the best Tetley experience, as well as enabling operators to maximise their tea range offer.

Tetley tasked The Hub with devising a solution to re-engage with operators, highlighting the importance of serving up a quality cuppa to unlock the true profit potential of the great British brew and challenge the theatre around the contending coffee segment.

The Strategy


Identifying that education was critical, The Hub proposed that Tetley become the advisory to the market on how to sell and deliver the perfect brew. We envisaged an interactive educational platform that had appeal for operators at varying operational levels and from owner operators to casual service staff.

An industry-leading and fully-accredited online tea training course, Tetley Tea Masters was specifically developed to address consumer purchase barriers and educate operators on the importance of a quality tea proposition, invigorating the category and broadening the educational reach to operators using online training to improve industry standards.

The Campaign


It was imperative that the platform engaged operators in the specialist tea production and serve process, and to do this, The Hub worked closely with Tetley’s very own world-renowned master tea blender Sebastian Michaelis as the face of the initiative. Via six training modules, comprising a series of short videos produced by The Hub, Sebastian delivered insight into each stage of the tea production process and best-practice advice highlighting how to create the perfect cuppa.

At the end of each module, participants were tested on their learnings, with pass marks achieving a certification as a “Tetley Tea Master”.

The Tetley Tea Master proposition was bought to life via a range of tactical activations – a print and digital advertising campaign, a heavyweight PR programme and targeted e-marketing communications to existing, prospect and lapsed Tetley customers.

The Results


784+ accredited Tetley Tea Masters 2,500+ sign ups

80% of users ‘recommend the course’

70% of users gave the Tetley Tea Masters platform a 5* review

7 tenders acquired and Tetley Tea Masters adapted for a key global account internal training support asset

Widespread industry participation including users from HIT training, BUPA Healthcare, Booker Wholesale

“Tea Masters has taken the brand to another level OOH. It has been fundamental in winning some major customer tenders, but also the internal response globally, has been fantastic.”
Senior Brand Manager, TATA Global Beverages

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