Case study
Keith Spicer: BBC Good Food Winter Show 2024
Keith Spicer is a well-established and trusted group known for delivering high-quality, flavourful teas that cater to diverse tastes. Their range includes beloved options such as Dorset Tea, Lancashire Tea, and Tea India, each offering a unique experience that reflects the distinct regions and cultures they represent. The brand continues to focus on innovation and customer satisfaction, making it a favourite choice for tea lovers across the UK.
The brief
Since 2015, the GottaBe! Marketing team has been proud to work with Keith Spicer, helping their much-loved tea brands shine through various campaigns over the years.
For the BBC Good Food Winter Show, the goal was simple: showcase the unique charm of Dorset Tea, Lancashire Tea, and Tea India all in one place. By bringing these brands to life at one of the UK’s most celebrated food events, we aimed to increase visibility, encourage trial through sampling, and gather valuable consumer feedback – all while leaving attendees with a warm and lasting impression.
Mechanics
To achieve this, we created an engaging, interactive experience that made each brand stand out while ensuring they worked seamlessly together. The stand was carefully designed to reflect the unique personalities of Dorset Tea, Lancashire Tea, and Tea India. Dorset Tea brought a taste of the coast, Lancashire Tea embraced its homely roots, and Tea India brought vibrant, authentic chai vibes.
Sampling was the core of this activation. At the stand, we brewed and served 3,500 cups of tea, giving visitors a chance to experience the rich flavours of Dorset Tea, Lancashire Tea, and Tea India on the spot.
To ensure the experience extended beyond the event, we distributed over 10,000 product samples for attendees to enjoy at home. Each brand was also supported with printed cards, encouraging visitors to redeem discount codes and participate in the brand’s giveaway.
Our team of highly trained Brand Ambassadors played a key role in sharing information about the products, selling merchandise and boxes of tea, and engaging with visitors. They also gathered invaluable feedback by chatting with attendees about their thoughts on taste, packaging, and preferences, helping shape future campaigns.
Results
For nearly a decade, GottaBe! Marketing has helped Keith Spicer connect with tea lovers across the UK. At the BBC Good Food Winter Show, we brewed up something special, making their brands truly unforgettable.
3,500+ cups served, giving attendees an instant taste of the brands
10,000 product samples distributed, ensuring the experience continued beyond the event
Products enjoyed and endorsed by top chefs and personalities
Valuable consumer insights gathered, helping shape future campaigns
Deliverables
Stand Design
Print Materials
Product Sampling
Planning & Logistics
Photography & Videography
Promotional Staffing
Post-Event Reporting
Most agencies talk about being client partners, the team at GottaBe! act as genuine client partners.
Having worked with multiple agencies over the years, few have felt like a genuine extension to teams in the way GottaBe! have consistently delivered. The good discipline, challenge and support they have given the team at Spicers is always appreciated in particular their unswerving focus on brand impact and ROI.
Phil Toms
Head of Marketing
at
Keith Spicer Group
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