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Marketing Plan for Whittard Tea of Chelsea

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Page 1: pitch document for inspire pr
Page 2: pitch document for inspire pr

Index.

The Brand. The Predicament.

The Remedy. The Field.

SWOTThe Opposition.

The Audience. Ideal Perception of the Brand.

Column Inches. Key Message.

The Strategy. The Technique.

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Best of British - Charity Tea Towel.

Tea For Two – Speed-Dating Event.

National Tea Week. Beverage Bus.

Bringing Whittard to Britain’s Streets.

Outcome. The Diary.

The Budget. The Directory. The Results.

Page 4: pitch document for inspire pr

The Brand.

Whittard of Chelsea has a 124-year heritage as a family retailer of the finest quality tea and coffees from around the world. The strong brand values of innovation, speciality product, pride, responsibility and an extensive history make Whittard a brand with longevity and staying power.

With 77 stand-alone stores in the UK, numerous concessions and a comprehensive online store, Whittard have the outlets to cater for the British public seeking outstanding quality tea, coffee, gifts and homeware.

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The Predicament.

In December 2008, Whittard went into administration, after the collapse of Baugur investment, and were bought out by EPIC private equity. According to BBC news, the demise of Whittard was not just due to the Icelandic economic turmoil, but also due to fierce competition in the tea and coffee market. Numerous stores have closed over the past 12 months since the company has been getting back onto their feet, so Whittard must reinforce their market position to overcome more financial problems, particularly in such an unsympathetic economic climate.After this difficult financial period, Whittard are ready to take themselves to the top of the market in tea, coffee and related gifts, and with the help of a strategic PR plan, could boost their reputation and sales considerably. As the only shop specialising in these products, Whittard has the opportunity to become the market leader in a noticeably growing market.

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The Remedy.

With an injection of fun, a focus on the customer and a spotlight on the specialist products, Whittard could hold a key position on the British high street.

Whittard’s main business objectives are to increase profits, emerge from the red and maintain permanence in the market. By revitalising the perceptions of the brand, and strategically targeting potential new customers, it will in turn drive footfall and sales to Whittard and establish them as the market leader and the first stop for tea and coffee products.Promotion needs to show the unique personality and expertise that the brand has developed throughout their rich heritage, and embrace the increa-singly diverse market.

Whittard need to pass on their knowledge and enthusiasm to their valued customers, and give everybody the opportunity to become a connoisseur at home.

The Intention.Position Whittard as the market leader in the specialist 1. tea and coffee market in the UK.Rejuvenate positive perceptions of the brand to the 2. press and the public, through campaigns including charity events and CSR campaigns.To bring awareness to new, younger customers of the 3. wide range of specialist products available at competitive prices.Increase footfall and sales to the stores and the website.4. Make Whittard an essential destination for gifts.5.

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The Field.

The tea and coffee market is becoming an increasingly competitive one, with the emergence of new blends, the growing popularity of herbal and fruit teas and the expansion of own-label supermarket products. 83% of British adults consume tea, therefore showing that it is a commodity with a wide range of consumers, Whittard just needs to find a focused market to target.According to the Mintel report on herbal and speciality teas, “the core of herbal tea drinkers is formed by women, 25-54, ABC1 and Londoners. Herbal tea thus has a feminine, affluent and urban appeal”. With just “15% of men drinking herbal tea”, it definitely opens up a promotional opportunity to target the male market, possibly on the premise of the health benefits of certain varieties. This is a lucrative market in which Whittard should focus.The future of the tea market is definitely in herbal and speciality teas, with an increased focus on health, individuals will want to feel like they are nurturing their bodies and preventing the ill-effects of the society we live in. Further research into the benefits of teas needs to be conducted, but Whittard would be foolish not to take advantage of the opportunity a responsible health campaign could bring.

The market leaders are PG Tips and Tetley with almost a 50% share of the market between them, but Whittard is not directly comparable with these brands as they are sold in supermarkets and do not run a shop of their own. With the exception of Twinings’ one store in central London, Whittard are

the only tea and coffee specialists with their own stores. This gives them a uniqueness above all others, which must be promoted.

Coffee, often drunk for its energy-boosting benefits, is being hastily embra-ced by a younger market. ‘The 16-34 year old age group is almost twice as likely to make coffee at home using coffee beans as the average, highlighting the impact that coffee bars have had in terms of promoting better quality coffee among younger drinkers. ‘ This Mintel finding will cement the target market chosen for this campaign, as the younger market are becoming connoisseurs at home. Recent research into the hot chocolate and malted drinks market shows that 88% of people drink hot chocolate in the home, a market that Whittard need to attempt to gain a larger share in. There are many selling points of hot chocolate, such as it being a filling treat that can be used as a lower-calorie substitute for snacking. However, it is often viewed as more of an ‘occasional’ drink, as opposed to tea and coffee which are drunk numerous times a day.

Finally, the gift market is becoming so diverse, with a fifth of consumers looking for unique and unusual gifts that match the interests of the recipient, and with more occasions being celebrated with the giving of gifts, a full range throughout the year is essential, and Whittard already benefit from this, it just needs thorough promotion.

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SWOT

Strengths

Weaknesses

Long historyQuality productStory to tellInnovative productResponsiblePositive brandTea and coffee drinking is a habitPart of British cultureHealth benefits of teas

Went into administrationTourist trapNot enough promotionLost identityTea is less suited to on-the-go consumption

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Opportunities

Threats

People stay in moreStopping buying as much outWant to become a specialist at homeTreat productsGifting

Economic climate still not strongSpending reduced in generalA neutral reputation that needs turning aroundThe convenience of shopping in a supermarket is still strong

Page 10: pitch document for inspire pr

The Opposition.

Fortnum and Mason are a strong competitor of Whittard. They are a British heritage brand with loyal customers. They are a valued destination for tea and coffee products and also related gifts. However, there is only one store, and the prices are relatively high.

Twining are Whittard’s direct competition. They have very similar brand values of heritage, speciality, high quality and loyalty.Their design is very similar also. A positive for Whittard is that Twining is now widely available, and Whittard still have the exclusivity of their own stores.

John Lewis are a key competitor for the gift and homeware departments of Whittard.John Lewis is trustworthy, reasonably priced and a department store, therefore a destination for all the family to buy everything.

Waitrose are more of a general competitor as they have a similar clientele. They also have the largest range of speciality teas of all the supermarkets.

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With the current trend for shabby chic and traditi-onal homeware, Cath Kidston are a competitor for Whittard.However, their products are a lot more expensive than Whittard, and less readily available as they have less stores on the high street.

Although not a direct competitor in style and values, the big brands play a huge effect on the purchase of Whittard.Nescafe is available in every food outlet, is reasonably priced, often on promotion and trusted.

As one of the top three tea brands, Tetley has built up a brand loyalty like no other tea brand. Along with PG Tips, their names are synonymous with a cup of tea.However, these brands only have one or two blends of speciality teas.

Own brand Products

e.g. Tesco Finest, Marks and Spencer...Often once a customer has a loyalty to a brand, they aren’t easily swayed. With more promoti-on, Whittard has the opportunity to be a trusted brand itself.

Page 12: pitch document for inspire pr

The Audience.

Whittard believe that their current market consists of:50% of Whittard’s customers are 35-55 ABC1 female40% are tourists10% are one-off visits, mainly for gifts

20-35 ABC1.This customer will work hard and enjoy socialising at the weekend, have a small amount of disposable income for going out, nice meals, and treats for the home.She buys one glossy magazine a week and one women’s monthly title, enjoys spending time with her female friends and discusses products and advice with them. She reads the news online in her lunch break at work, and only buys papers at the weekend.She shops at Sainsbury’s and Tesco, usually picking things up as and when they are needed as opposed to doing a weekly shop. Normally she buys tea and coffee products on price/promotion in supermarkets, but does enjoy herbal teas and usually has 1 or 2 varieties in the cupboard. With a busy lifestyle, she usually has 3 or 4 take away coffees a week but resents spending the money on them.

Current.

Intended Female Consumer.

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20-35 ABC1.He works hard, reads the papers daily on the train to work and enjoys rela-xing at the weekend with friends and spending Sunday mornings around the house. He reads Men’s Health magazine and takes pride in his appearance and fitness.He drinks regular tea and coffee, but doesn’t have much interest in speciality blends, they seem a little feminine to him.Gifts are always hard for him to find, he usually goes to John Lewis to buy gifts for his girlfriend, mother, and other female relatives. Gifts for the home and chocolate are often a safe bet for him.

To retain current consumers, and to reach out to the new intended audience.

Intended Male Consumer.

Aim.

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Ideal Perception of the Brand.

As a fun, energetic, expert in original and eclectic products that cannot be found elsewhere. Making tea and coffee product must-haves, and injecting enthusiasm and amusement into the promotion process.Whittard need humour, heritage and personality to secure themselves as a must visit destination with exceptional and ever-changing product.Originality and eccentricity must be at the heart of Whittard, it needs to be a destination to visit even without a specific purchase in mind.

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Column Inches.

Women’s Titles:RedHealth and FitnessGood Food MagazineGraziaMarie ClaireStylist

Men’s Titles:Men’s Health

MetroDaily MailEvening StandardThe GuardianES MagazineYou Magazine

PR WeekThe Grocer

The UK Tea Council(www.tea.co.uk)Londonist(www.thelondonist.com)

Magazines:

Newspapers and Supplements:

Industry:

Online/Blog:

Page 16: pitch document for inspire pr

Key Message.

“Coffee, Tea and Me…”

A simple yet effective phrase encapsulating the essence of Whittard: it is a personal brand with something for everybody. Whether it’s everyday coffee, speciality tea or a gift for a special someone, Whittard has it all. This personal touch will be the quintessential element of the promotional campaign.

Page 17: pitch document for inspire pr

The Strategy.

In 2011, Whittard of Chelsea will be celebrating their 125th anniversary, and kick starting a promotional campaign to bring awareness of the fantastic brand to a new, younger audience. The current consumers are mainly tou-rists and women over 45, and while we want to maintain these regulars there is scope in the ever-growing market to educate more people, and increase footfall.

Whittard’s brand values are strong and passionate, their products are high quality and often exclusive. However, their promotional campaigns are lacking and failing to entice new customers, and inform them of the wonder-ful choice available both in store and online. Whittard are perceived by the many visiting tourists as a very ‘British’ destination, which is positive, howe-ver many Brits don’t shop there.

As the merchandise is already top quality, the online function full to the brim of products and offers, and a product for all year round, Whittard just need to reach out to new customers.

In a fast-paced society where having a take-away coffee is called ‘grabbing a Starbucks’, Whittard need to target those who want to become a connoisseur at home, particularly as a hot beverage is usually the solution to most prob-lems.

Need to talk? Put the kettle on.Lacking energy? Have a cup of coffee.Fancy treating yourself? Luxuriate with a warm cup of cocoa.Want to impress the in-laws? Get the best china out.

All of these phrases need to become synonymous with Whittard. For every whim there is a Whittard. From English Breakfast tea, through coffee at ele-venses to afternoon tea and a post-dinner espresso, Whittard has a product for every age and for every occasion.

The passion, expertise and exclusive product are already there, it just needs to be propelled into the roving and discerning eye line of the younger genera-tions, to create a new market of consumers stocking up on specialist product and having the enthusiasm to make Whittard a household name.

Coffee, Tea and Me…Whittard of Chelsea want to add the personal touch to specialist beverage consumption, and bring Whittard to Britain’s streets.

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The Technique.

To increase PR coverage of Whittard of Chelsea, a strategic promotional schedule will be created.The two main tactics are:

To encourage Whittard as a destination for personal consumptionTo promote Whittard as a key destination for gift purchases.

Focus groups have shown these to be the two major reasons for visiting Whittard, and therefore with tactical techniques, Whittard will be able to fulfill all of their objectives for their PR need.With the help of strategic PR campaigns focussing on younger consumers, using means such as stunts, virals and surveys, and promotion on outlets such as blogs and Twitter, Whittard can make their mark on the British high street as a must-visit destination.

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Best of British - Charity Tea Towel

As Whittard believe in giving back to the world, and particularly the British people, they have a strong connection with Macmillan Cancer Care, and are involved in fundraising annually by supporting Macmillan’s “World’s Biggest Coffee Morning” event. However, this year, to tie in with celebrating Whittard’s 125-year anniversary, Whittard are going one step further.

With the help of numerous Brits in the public eye, Whittard are creating an old school inspired tea towel, with mini self-portraits designed by the stars themselves. From Lily Cole to David Mitchell, the tea towel will encompass the many talents that the British are proud of from writing, singing, acting and modelling.

This campaign will really highlight many key points that Whittard aim to get across; that they are a responsible company with passion who believe in supporting charity, that their heritage is impressive and their anniversa-ry worth celebrating, and finally their ability to be current and appeal to a younger consumer.

Furthermore, the tea towel also targets the key area of gifts at Whittard; the notion of gifting both oneself as a treat, and gifting others. This will broaden the scope of product placement coverage, after the initial coverage of the launch has appeared.

The tea towel will be sent out to selected press from National newspapers to women’s magazines, as a sneak preview to promote coverage. It will be a must-have item that will fit into news features, home articles and gift products pages.

Rejuvenate positive perceptions of the brand •to the press and the public, through campaigns including charity events and CSR campaigns.

To bring awareness to new, younger customers •of the wide range of specialist products available at competitive prices.

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Press Release

February 2011. Whittard’s Best of British Tea Towel.

To kick off Whittard’s 125th anniversary celebrations

(gosh, we’re getting old, but we prefer mature), we’re

supporting the wonderful work that Macmillan Cancer

Support do, and continuing our long running

partnership fundraising for them. To honour both our

birthday, and their World’s Biggest Coffee Morning

event, we’ve created an old primary school-inspired tea

towel, showcasing the Best of British talent.

With the help of numerous Brits in the public eye, the

tea towel will be adorned with mini self-portraits

designed by the stars themselves. From Lily Cole to

David Mitchell, the tea towel will encompass the many

talents that the British are proud of from writing,

singing, acting and modelling.The tea towel will be on sale exclusively at Whittard

stores and online, at a price of £10 with 25% of profits

going directly to Macmillan. A must have for

any kitsch kitchen! It’s perfect as a gift to a loved

one, or as a treat for yourself. Contact:If you are thirsty for more information about Best of

British, or if you just want to have a natter over a

cuppa about the world of Whittard

email: [email protected]

phone: 07890 169254

Page 22: pitch document for inspire pr

Media Angles

Metro – 60 Second InterviewDavid Mitchell being interviewed on his current projects, and explaining his turmoil at having to be so self-critical in designing his portrait!

Daily Mail News feature explaining the collaboration, then a professi-onal graphologist will interpret the meaning of a selection of the drawings.

Stylist – The Scoop

In ‘The Scoop’ section, it has bite-sized news stories. There is a charity section, where the project can be featured.

Grazia – 10 Hot Stories section

A whole page dedicated to the collaboration, with a photo of the tea towel, and a few key quotes from a few contri-butors about their experience designing a self-portrait.

Page 23: pitch document for inspire pr

RedEditors Choice – Product Placement PageEnglish Eccentricities themed homeware page.

BBC Radio One – Chris Moyles Breakfast Show

As Chris will be one of the contributors to the tea towel, it will be an opportunity for him to talk about his input and discuss the project.

PR Week

A news feature discussing the charity collaboration bet-ween Whittard and Macmillan.

Page 24: pitch document for inspire pr

Position Whittard as the market leader in the •specialist tea and coffee market in the UK.

Rejuvenate positive perceptions of the brand •to the press and the public, through campaigns including charity events and CSR campaigns.

To bring awareness to new, younger custo-•mers of the wide range of specialist products available at competitive prices.

Tea For Two – Speed-Dating Event

As the rise of singletons involved in online and speed dating soars, and the themes become more and more specific to help people find their perfect match, Whittard are to arrange a dating event for tassophiles (or tea enthusi-asts as they are more often known!), aptly named Tea For Two.

The event will be supported by a survey of peoples’ ideal tea date, where those questioned will describe their ideal partner to drink tea with, and the perfect location. Five will be selected at random and these will be recreated and photographed by Alison Jackson, the famous photographer responsible for many photographs of celebrity look-a-likes in compromising situations. These will be displayed on a mini-website connected to the Whittard main site, and a press release compiled showcasing them to the press.

It will be held in locations in the major cities across the UK, including London, Manchester, Leeds, Cardiff and Birmingham. Attendees will be asked to sign up on a mini-site linked to the Whittard website, and will be asked to fill in the survey about their perfect tea-date.

The event aims to bring awareness to young professionals about Whittard’s ethos, and also in turn to the products available in store and online. As the campaign will be mainly online, it is the perfect opportunity to drive traffic to the website.

It will garner press attention, as it is a fun, on-trend event, which will hopeful-ly be featured in ‘what’s on’ pages in papers and supplements, and the survey will be suitable for mini features in national newspapers. It will reach the women’s magazines, as speed dating is such a popular phenomenon at the moment. It will be publicised online via the Whittard website, Facebook page and Twitter and with the support of a key ‘tea blogger’ and the UK Tea Coun-cil, so as to reach a large amount of tea enthusiasts to attend the event.

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Press Release

June 2011. Tea For Two. Calling all tassophiles! (That’s a tea lover to those

not in the know.)Passionate about tea? Looking for a partner to share

your interest in all things tea related? Look no

further. Whittard are holding an exclusive speed-da-

ting event, tailored to specifically cater for tea en-

thusiasts. Across the country, on 15th and 16th of

July 2011, Whittard will set up mini teashops serving

tea, and ringing the bell every 10 minutes to help en-

thusiasts find their perfect date.Whether you’re a fruity herbal tea kind of gal, or

a dark espresso guy, visit us at www.whittard.co.uk/

teafortwo to find your perfect location in London, Man-

chester, Leeds, Cardiff and Birmingham to begin mee-

ting like-minded friends/possible love matches!

Alongside the events, we’re conducting a survey of

tassophile’s perfect tea date. Jude Law drinking co-

coa on a barge in the Thames? Edwina Curry in, well,

a curry house?! Whoever and wherever it is, we want

to know! Five entries will be randomly selected and

recreated using fab look-a-likes, and photographed by

esteemed snapper Alison Jackson (remember the photos

of the Queen on the loo?)Contact:If you are thirsty for more information on Tea for Two,

or if you just want to have a natter over a cuppa about

the world of Whittard email: [email protected]

phone: 07890 169254

Page 26: pitch document for inspire pr

Media Angles

ES Magazine – The KnowledgeWhat to watch, visit and think this week“If you’re tired of speed-dating events revolving around alcohol, Whittard’s Tea For Two speed dating event may be, well, your cup of tea. Made especially for tea enthusi-asts to get together, the events are being held nationwide this weekend. Just visit www.whittard.co.uk/teafortwo to sign up.”

Stylist – Out Going‘Meet Fellow Tea Lovers Nationwide.’“A series of speed dating events for tassophiles (or tea enthusiasts) across the country, arranged by Whittard and much hyped to be the new dating craze, a few of the Stylist girls will definitely be popping along to have a nice cuppa with hopefully an equally nice gentleman!”

Metro page 3“Tea For Two”A montage of Alison Jackson’s recreations from the survey will be compiled, along with a mini supporting article.“Tea specialists Whittard of Chelsea created a survey to discover who the nation would most like to drink tea with, and where. The winners chosen at random were then photographed by Alison Jackson, and here we feature three of the best.”

Yorkshire PostNews Feature explaining how the phenomenon of niche speed dating has hit Leeds, and how the British heritage of tea drinking is a pleasant twist on the idea of speed dating.

Theguardian.co.ukLife and Style – Editors PicksGallery of Alison Jackson’s photos with a small blurb explaining the premise of the work, and saying that Whittard were behind it with an online survey linked to a dating service.

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Web Function

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National Tea WeekPosition Whittard as the market leader in the •specialist tea and coffee market in the UK.

Rejuvenate positive perceptions of the brand to the •press and the public, through campaigns including charity events and CSR campaigns.

To bring awareness to new, younger customers of •the wide range of specialist products available at competitive prices.

Increase footfall and sales to the stores and the •website.

At Whittard, we just love tea, and think everybody should enjoy the benefits of it too. With hundreds of varieties from loose-leaf Earl Gray to delicious fruity blends, it seems about time that Britain celebrated one of its most popular pastimes, tea drinking. In our current climate, there is a big focus on health benefits of so much produce, and Whittard want to clear up the myths from the facts about the advantages of enjoying a nice cuppa.

In association with the UK Tea Council and their Tea Advisory Panel, Whittard will seek to educate the British public about the many benefits of tea, and what better way than to create a pop up tea shop in the heart of London. It will be installed for five days, Monday to Friday, and offer tea, free Wifi and fun! A great place to just go and relax, catch up with friends and sample the wonderful products on offer at Whittard.

Menus will be created with myths and facts on, there will be specialists on hand to inform customers about the health benefits of tea and to tailor-make a ‘prescription’ of products to help any ailments, and prevent any other illnesses.

Each day between 3-4pm Giles, the ‘nose’ of Whittard will run a tea tasting session and teach patrons how to distinguish between different varieties, and to blend the perfect brew.

‘Fortune tellers’ will help provide the correct type of Whittard beverage for every mood, and recommend pick-me-ups or relaxants to ease the stress of day-to-day life.

Research has shown that “tea really can be a pick-me-up - with the caffeine consumed by typical British tea-drinkers benefiting both mind and body wit-hout causing health concerns”; this experience will hopefully help to entertain, educate and ease Londoners hectic lifestyles.

This event will garner much press attention as it has various angles. For example, there will be coverage of the event itself, and a supporting press release will be created in conjunction with the Tea Advisory Panel outlining the facts, myths and anecdotes associated with hot beverage consumption. This will lend itself to feature writing, and small features in the news press.

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Press ReleaseJuly 2011

Whittard’s Tea Room.We all love a good national holiday, and Whittard think

that there should be more! With this in mind we are

coordinating ‘National Tea Week’; a whole week dedica-

ted to the enjoyment of tea. After joining forces with the UK Tea Council and their

Advisory Board, Whittard plan to educate the nation

about the facts and myths surrounding tea consumption,

the health benefits and the perfect tea to suit your

mood.

And what better way to parade our products than by

setting up a Tea Room right in the heart of Lon-

don? Whittard’s Tea Room will be open for 5 days at

57 Carnaby Street and open to the public to come and

relax and hopefully go away feeling refreshed and in-

formed about all of Whittard’s wonders.

With Giles our resident ‘nose’ on hand for tea tasting

sessions, fortune tellers to recommend blends to suit

every mood and areas to just chill out and use the

free Wifi or chat to your friends, the Whittard Tea Room

has something for everybody to enjoy.

So come down and say hello, have a nice cuppa and le-

arn a little about the nation’s favourite beverage!

With coffee, tea and me…eat, drink and be.

Contact:If you are thirsty for more information about National

Tea Week, or if you just want to have a natter over a

cuppa about the world of Whittard

email: [email protected]

phone: 07890 169254

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Media Angles

Handbag.com – Diet and WellbeingA list of different types of tea, herbal specialities and cof-fee and their health benefits and when to drink them. For example, peppermint tea as a digestif, and jasmine tea to relax and soothe.

MetroSmall news feature, combining the statistics and the event.“If you are a tea fan you should pop down to Whittard’s pop-up tea shop on Carnaby Street this week, as they will be serving up copious amounts of hot drinks along with teaching punters facts, figures, myths and tea tasting masterclasses. To compliment the event they have joined with the UK Tea Council to publish a comprehensive list of facts, ailment busting teas and anecdotes dedicated to the nations favourite – tea.”

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Health and Fitness Magazine

Top Ten Tea Myths and Facts, taken from the press release with the most up to date tea research on it.

Stylist - Out Going“Pop Down to a Pop-up Tea Shop!”“We’ll be spending our lunch breaks learning how to taste tea and what teas cure what ailments at Whittard’s one week long Tea Room. Pop down and see for yourselves, and receive complementary tea and Wifi!”

Men’s HealthHealth-boosting teas - Fire up your metabolism, beat cancer and strengthen your heart with a simple brew. This will put a male angle on the facts and myths.

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Position Whittard as the market leader in the •specialist tea and coffee market in the UK.

To bring awareness to new, younger custo-•mers of the wide range of specialist products available at competitive prices.

Increase footfall and sales to the stores and the •website.

Beverage Bus

Whittard realise that times are hard and that there are some places whe-re you just wish you could have a nice warming drink! So to help those in need of a quality tea, coffee or hot chocolate on the go, they will be hijacking several double decker buses, branding them up and taking them on a tour of Britain to bring drinks to those who need them most.The tour will take in locations such as train platforms, student halls and school gates, and act as a revamped version of the classic tea trolley, providing refreshment to anyone at any time.To keep as many people informed of their locations, a tie-in with Christian O’Connell’s breakfast show on Absolute Radio will be arranged to make daily announcements of where the buses will be each day. The event will last for five days, and take in as much of the country as they can! Whittard endea-vour to bring their product to as many people as possible, and showcase the quality and variety of products and the personality of the brand too.An up-to-date Twitter timeline will keep followers posted of the buses whereabouts, and competitions will be held for the chance to win bundles of product.

The variety of locations visited will initially attempt to contact the younger generation, with students and young professionals the main target. The message of ‘taking time for tea’ will also resonate with all generations, and the various mediums used to promote the campaign will target a wide audience. Using these different media outlets, from radio and social networking to regional news in print and online will contact the younger audience, engage them in discussion and encourage them to take part in the classic British past-times of ‘elevenses’ and afternoon tea.

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Press Release

November 2011.Beverage Bus.Where is the one place that you wish a tea trolley

would magically appear and bring you a strong black

coffee or a nice sugary tea? It could be the gym, the

school gate or your university halls, but fear not, as

on our non-stop tour of the country, Whittard’s

Beverage Bus will visit you in these destinations!

We want to boost spirits on chilly winter mornings, and

encourage the British public to take time for tea and

other hot beverages.On our team to bring back tea time is Absolute Radio’s

Christian O’Connell, who will be running a promoti-

on each morning, where callers will ring in with their

best reasons why the Beverage Bus should visit their

chosen destination, and entrants will battle it out to

win the opportunity for the bus to visit them and their

colleagues/friends/family.There will be three buses on the five-day tour of the

country, and when they aren’t visiting competition

winners they will be randomly appearing at offices,

train stations and other busy destinations.

Keep your peepers peeled for the Beverage Buses (it

wont be hard to miss them, particularly out of busy

town centres!), Twitter refreshed for the live feed of

destinations and your ears alert for Christian’s

announcements, and we look forward to seeing you along

our journey.(Absolute Radio is available on 105.8FM in London,

1215AM & digital nationwide, and worldwide via the

web.)

Contact:If you are thirsty for more information about the

Beverage Bus, or if you just want to have a natter over

a cuppa about the world of Whittard

email: [email protected]

phone: 07890 169254

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Media AnglesManchester Evening NewsPhoto call and small interviews with a few people who have visited the bus, saying how fun it was and how nice it was to have tea and coffee wherever they fancy.

Metro News feature discussing that there is a Whittard ‘Beverage Bus’ touring London giving hot drinks to those who need them. It will give the Twitter address to find out where the bus is, and encourage readers to tune in to Absolute Radio.

Daily Mail“As a backlash to the “Starbucks Generation”, for one week only, Whittard will be providing free refreshments on the streets of Britain. Listen to Absolute Radio’s breakfast show with Christian O’Connell and follow Whittard on Twitter to request the bus to visit you! At the gym, at work or at the bus stop, hail the Whittard Beverage Bus.”

Absolute RadioChristian O’Connell will mention the bus daily, talking to callers and directing the bus to those most in need. His fellow DJs will also refer to the promotion and advise listeners to tune in to Christian’s breakfast show.

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The Sun OnlineA photo gallery story of the bus at different locations across the country, showing how Whittard are bringing people together, and bringing tea and coffee to the streets of Britain.

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Bringing Whittard to Britain’s Streets - Giant Product Stunt

Position Whittard as the market leader in the • specialist tea and coffee market in the UK.

Rejuvenate positive perceptions of the brand to •the press and the public, through campaigns including charity events and CSR campaigns.

To bring awareness to new, younger customers of •the wide range of specialist products available at competitive prices.

Whittard will create oversized products to be placed strategically across the country to promote their extensive range.

The giant teapot, tea bag, coffee beans and mugs will be very subtly branded with the Whittard logo, and will feature instructions and a number to text to receive a free sample product. One lucky winner will receive a year’s supply of Whittard’s products!

This stunt will also feature a You Tube viral of the props being assembled, however to begin with it will be unclear who is behind the operation to create speculation. It will generate news coverage, and is a great photo opportunity.

An exclusive partnership with The Daily Mail would reveal that it was all in relation to Whittard to end speculation, and explain that it was to celebrate the beginning of a new PR campaign, to drive awareness to the public of Whittard’s products, and to help make them synonymous with tea, coffee and related gifts on the UK high street.

A Facebook page will be set up, for members to upload photos of themselves with the giant items, and to begin discussion about Whittard, people’s opini-ons of it and their favourite products. Whittard staff will encourage discussi-on, and regulate talk on the site.

As part of the covert operation, ‘undercover’ calls will be made to tip-off pic-ture desk editors at a range of daily newspapers.

This campaign will show that Whittard are savvy and fun and aware of inno-vative tactics like stunts to garner press attention, and in turn make the public interested in the brand.

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Press Release

February 2011.Bringing Whittard to Britain’s Streets.

Something strange has been occurring across Britain

this week, and many think that the Mad Hatter is be-

hind the weirdly wonderful emergence of oversized tea

sets and coffee beans in many of the big cities over

the past few days.Others have speculated that the masked vigilantes

caught on camera positioning the items worked for nut-

ty professor Wayne Szalinski from “Honey, I blew up the

kid”, after yet another one of his experiments went

wrong. However, we can now reveal that it was in fact the

brains (and the brawn) of Whittard who plotted this

little incident. We wanted to make the people of Bri-

tain smile first and foremost, and announce our plans

to take over the British High Street and the kitchen

cupboards and just celebrate the joy’s of the huge ran-

ge of specialist product we have in store and online.

Hopefully if people have looked close enough on the

figures they will have spotted the little message from

Whittard, if not we’ll give you a poke in the right

direction in order to win yourselves a treat. There

is a number on each of the figures which you can text

your name and address to and you will in turn receive

a sample of our wonderful product. One lucky so-and-so

will also win a whole years supply of Whittard product!

We hope we’ve brought a smile to your face on this dull

and chilly February day, and why don’t you pop insi-

de, put the kettle on and enjoy a nice warm drink. And

remember, for every whim, there is a Whittard.

Contact:If you are thirsty for more information about our new

campaign, or if you just want to have a natter over a

cuppa about the world of Whittard

email: [email protected]

phone: 07890 169254

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Media Angles

The Daily Mail and Mail OnlineInitially, The Mail Online will have a feature with the pho-tographs and the YouTube video, questioning who was behind the stunt. The Daily Mail will then exclusively reveal two days later that Whittard orchestrated the stunts, to “bring tea and coffee to Britain’s Streets”.

Londonist blog www.londonist.comThis blog will showcase the photos of various Londoners taken with the giant props.

Theguardian.co.ukThis will have a small feature including the viral, explaining that this bizarre incident has happened all over the country, and speculating who is behind it.

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Manchester Evening NewsSmall news piece explaining that a giant mug has appeared in the centre of Manchester, along with a teapot in London, sugar lump in Birmingham, spoon in Bristol etc.

The MetroBefore the stunt is revealed, the Metro will compile the photos of the models as a humorous piece to encourage speculation.

PR WeekPiece explaining that Whittard are beginning a strategic PR campaign to reignite Britain’s passion for tea and other hot beverages, and that Whittard plan to position themselves at the forefront of this market.

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Outcome.

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the Londonist

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Red

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Grazia

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Health and Fitness

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Marie Claire

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Men‘s HealthOnline

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Stylist

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Stylist

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UK Tea Council

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Yorkshire Post

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The Diary.Tea For Two

Bringing Whittard to Britain‘s Streets

National Tea Week Beverage Bus Best of British

January Preparation Preparation

FebruaryEvent/Photocall/

Press Release afterPress Release

March

April Launch

May Preparation

June Press Release Preparation

July Event Press Release

August

September Event

October Preparation

November Press Release

December Event

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The Budget.Campaign Details Material Costs (£)Tea For TwoEventLocations:

London Half day hire, Old Queens Head pub, N1 8LN £350

Leeds Half day hire, Coopers Bar Brasserie, LS20 8AH £200

Cardiff Half day hire, Terra Nova, CF10 5BZ £300

Manchester Half day hire, Waldorf Hotel, M1 3AQ £250

Birmingham Half day hire, Lamp Ta-vern, B5 6AH £275

Catering Urns 5x hygienesuppliesdirect.com £307.5

Refreshment Selection of products pro-vided by Whittard

Crockery Provided by WhittardVisuals £400

Staff 6x staff at each event, £6.50 an hour for 4 hours. £780

SurveyMini web page £200Alison Jackson £10,000Hire of look a likes x5 £1,000

£14,062

Campaign Details Material Costs (£)Best of British Tea TowelPress Shots £500Gifting to journalists £150

£650

National Tea Week

Venue Hire57 Carnaby Street, 5 days

+ half day set up/take down

£6000

Furniture tables and chairs, ‚bar‘. Alexanderhire.co.uk £500

Decoration £1,500

Staff 4 staff, £6.50 an hour, 5 days £910

Crockery Provided by WhittardVisuals £400

Staff 6x staff at each event, £6.50 an hour for 4 hours. £780

Refreshment Selection of products pro-vided by Whittard

Crockery Provided by WhittardCatering Urns Reuse from previous eventLeaflets to be distribut-ed

500 @ 20p each, metrop-rinting.com £100

£9,010

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Campaign Details Material Costs (£)Beverage Bus

Bus Hire x3 @ £600 a day x 5 days, timebus.co.uk £9,000

Driver Hire x3 @ £100 a day x 5 days £1,500

Decoration £300

Staff x6, £7 an hour, 5 days £1,470

Refreshment Provided by Whittard

Disposable Cups 5000 x 8oz blue Ripple-cups, ripplecups.com £320.25

£12,590.25

Bringing Whittard to Britains Streets

Models 10 @ £500-£1,750 specia-listmodels.co.uk

Staff 20 x 2 hours @ £10 £400

Video £500

£24,900

Total £61,212.25

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The Directory.

Publication Name Position EmailNewsEvening Standard Ian Walker Assistant News Editor [email protected] Online Dave Hill London Blogger [email protected] Online Carol Driver News Writer [email protected] Online Emma Messenger News Writer [email protected] evening News Graeme McGilliard Features Editor [email protected] - 60 Seconds Interview Elaine Lipworth Celebrity Correspondent [email protected] Page 3 John Higginson News Features Writer [email protected] Guardian (Editors Picks) Alan Rusbridger Editor [email protected] Sun Online Martin Phillips Senior Features Writer [email protected] Evening Post Andy Manning Picture Editor [email protected]

WeeklyGrazia Ashleigh Rainbird Junior News Reporter [email protected] - 10 Hot Stories Rachel Loos Homes Editor [email protected] Alix Walker Features Editor [email protected] - Outgoing Amy Grier Junior Writer [email protected] - The Scoop Amy Grier Junior Writer [email protected]

We believe media lists should be selective. PR is about developing relationships with like-minded publications to your brand, and over time (and a few cups of tea) it will become easy securing coverage. If we provide a strong story, who wouldn’t want to cover it!

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Publication Name Position EmailNewsEvening Standard Ian Walker Assistant News Editor [email protected] Online Dave Hill London Blogger [email protected] Online Carol Driver News Writer [email protected] Online Emma Messenger News Writer [email protected] evening News Graeme McGilliard Features Editor [email protected] - 60 Seconds Interview Elaine Lipworth Celebrity Correspondent [email protected] Page 3 John Higginson News Features Writer [email protected] Guardian (Editors Picks) Alan Rusbridger Editor [email protected] Sun Online Martin Phillips Senior Features Writer [email protected] Evening Post Andy Manning Picture Editor [email protected]

WeeklyGrazia Ashleigh Rainbird Junior News Reporter [email protected] - 10 Hot Stories Rachel Loos Homes Editor [email protected] Alix Walker Features Editor [email protected] - Outgoing Amy Grier Junior Writer [email protected] - The Scoop Amy Grier Junior Writer [email protected]

Publication Name Position EmailTrade PressPRWeek Gemma O'Reilly Reporter [email protected] Grocer Alex Beckett Food and Drink Editor [email protected]

SupplementsES Magazine Emilie McMeekan Features Editor [email protected] Magazine Danielle Roberts Lifestyle Assistant [email protected]

MonthlyHealth and Fitness Joanna Ebsworth Fitness Editor [email protected] Claire Jess Wood Fashion Features Editor [email protected]'s Health David Morton Features Writer [email protected] Mary Norden Interiors and Food Director [email protected]

BroadcastAbsolute Radio Richie Firth Producer [email protected] 1 - Chris Moyles Show Rachel Jones Producer [email protected]

Bloghandbag.com Veronica Kirby Lifestyle Editor [email protected] Becky Taylor Health Writer [email protected] Sally Butcher Contributor [email protected]

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The Results.

As the overall aims of the “Coffee, Tea and Me” campaign are to rejuvenate awareness of Whittard, especially to a younger market, to increase media co-verage and to drive footfall and sales, measuring the success will be assessed in three areas.After each campaign success will be analysed, but it wont be until the end of the 12-month period that we will definitely be able to see a positive increase in both public perception of the brand, store and website visits and finally, sales.

OpinionsWe will commission an opinion poll in January 2011 to discover the attitudes toward Whittard within our target demographic, and then once again in Ja-nuary 2012 to see how perceptions have changed, whether the audience had been aware of a PR drive through seeing coverage, and if it had encouraged them to shop at Whittard.

CoveragePress coverage will be analysed monthly, and the number, frequency and span of mentions will be recorded. It will be the quality of coverage we will

be most content with, not just sheer volume.Our main concern will be whether our key target publications have featured the campaigns, as we will render it successful if we have succeeded in gaining column inches in these.We hope to see a 25% increase in product placement, particularly in features alongside our competitors.

Financially We will measure the financial success by evaluating like for like sales with the previous year, and anticipate a 20% rise is sales figures attributable to the increased public awareness of the brand.As we wish to drive sales both instore and online, website visits will be moni-tored, and both transactions online and instore will aim to increase, as well as items per transaction.Finally, we aim for an increased market share of the tea, coffee and gift mar-kets, endeavouring for a 2-5% increase in market share.

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