Case study

Proper Cup of Sampling Success: Dorset Tea

Dorset Tea is a premium British tea brand inspired by the sunshine, coastline and countryside of Dorset. Created by Keith Spicer in 2009, the brand has built a loyal following through its expertly blended teas, commitment to sustainability and mission to deliver “A Cup of Sunshine” with every brew.

The brief

For over 10 years, we’ve partnered with Dorset Tea and supported them through experiential marketing, sampling and brand activations. Dorset Tea wanted to create meaningful face-to-face interactions with consumers, bringing the brand to life beyond traditional retail environments whilst increasing awareness of lesser-known SKUs and driving product trial.

As the brand grew, the focus evolved from purely consumer engagement to supporting commercial growth, using live activations to connect not only with tea drinkers but also with retailers, wholesalers and potential stockists.

Proper Cup of Sampling Success: Dorset Tea gallery image

The Solution

At the heart of our partnership is the production, management and ongoing maintenance of the iconic Dorset Tea Caravan. We coordinate every aspect of its operation, ensuring it remains a standout brand experience that can be deployed nationwide.

Over the years, we’ve taken the caravan to some of the UK’s best-known events, including BBC Gardeners’ World, as well as a dedicated tour of the Dorset coastline. At each location, our team samples Dorset Tea’s range directly to consumers, creating impactful brand interactions and generating on-site retail sales.

Alongside the caravan programme, we’ve delivered a variety of smaller-scale pop-up activations, including roadside sampling in Dorset and collaborative events with the National Trust at key visitor destinations.

Our support extends beyond event delivery; however, we’ve designed and produced branded merchandise, including staff uniforms and aprons, helping to create a consistent and professional brand presence across every activation. We also manage fulfilment for Dorset Tea’s online Tea Shop, supporting stock management, order distribution and POS fulfilment through a bespoke system that provides greater control and visibility, while generating valuable customer insights that have helped enhance ongoing communications.

Results

Over the last decade, Dorset Tea has established a highly recognisable and engaging presence at events, attractions and visitor destinations across the UK. Through strategic sampling, immersive brand experiences and consistent operational support, we’ve helped the brand connect directly with consumers while supporting its retail and distribution growth.

What began as a consumer sampling initiative has evolved into a valuable platform for both B2C and B2B engagement, helping Dorset Tea strengthen brand awareness, drive product trial and build relationships nationwide. The Dorset Tea Caravan remains a distinctive brand asset, delivering memorable experiences and bringing the brand’s Dorset heritage to life wherever it goes.