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Cases

The Art of Tea

Client

Bredemeijer is market leader in the field of double-walled teapots and accessories and is worldwide known for its excellent quality. Together with the brands Zilverstad and Leopold Vienna, the brand represents the Bredemeijer Group.

Result

  • Publicity in all regional newspapers of Wegener and in Telegraaf IN-magazine,
  • Publicity in many relevant lifestyle and women’s magazines: 100% NL, ELLE Deco, KoffieTCacoa, Libelle, Viva, Ariadne@home, NL Bruist.
  • Publicity in trade journals such as Mixed Branch, Home & Living and Trend.
  • More than 15 online articles.

100 years of Bredemeijer! – In 2014, the brand Bredemeijer has been around for 100 years. An anniversary that was celebrated enthusiastically. A teapot from ancient times was being reprodued, consumer campaigns took place and so much more. The anniversary was an opportunity to communicate positively about Bredemeijer and the vision behind the brand. A 100-year anniversary gives a brand the opportunity to position itself as an authority. In all communication activities, we emphasize the authority of the brand and the quality and USP’s of the products as much as possible.

Goals

  • Media awareness for the brand
  • Media awareness for the anniversary
  • Presenting Bredemeijer as the tea expert.

Approach

We wrote a story about 100 years of tea serving and communicated this both internally and externally. We also developed a proper logo and implemented it on all existing communication tools. We were looking for a qualified ambassador for the anniversary year and the lucky winner became: Vivian Reijs. Vivian was present at important moments during the year, such as a trade fair and a blogger event. Vivian also blogged several times on her website about tea and the various health aspects. Finally, Vivian designed her own teapot, which was in fact introduced to the market.

We organised a campaign called ‘Artistic teapots’ with Dutch celebrities. Five well-known artists/Dutch people (Karin Bloemen, Marlies Dekkers, Henk Schiffmacher, Ans Markus and Vivian Reijs), decorated their favourite teapot and shared the idea behind it. Before they were sold, these teapots were taken on tour to various retailers such as the Bijenkorf Amsterdam. In return, these retailers have communicated about it. We developed a booklet featuring interviews with these Dutch celebrities and the teapot they created. This booklet has been distributed by retailers such as De Bijenkorf.

The artistic teapots were eventually sold for a good cause: Simavi. A website has been developed, on which the teapots and the text numbers could be seen. In exchange for a fee, people could indicate through text messages or on the website which teapot they wanted to buy. Every text message raised money.

This entire campaign was supported by various press publications, such as press releases and social media messages.

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