ROOIBOS BPK LIMITED, Clanwilliam, South Africa
International growers of rooibos red tea

CHALLENGES:

• Introduce rooibos red tea to the U.S. market and develop tonnage of sales to tea manufacturers;
• Position red tea image, taste and health benefits in the tea industry, in the media, and in consumers’ minds;
• Increase brand awareness of rooibos red tea.

WORK:

• Designed and implemented national PR campaign to educate tea manufacturers, members of the tea trade and consumers about the quality, taste and health benefits of rooibos red tea;
• Built consumer interest and demand that sparked manufacturers’ interest to use rooibos in their blends;
• Established contacts in tea companies to introduce rooibos into their blends;

RESULTS:

• Within the first 24 months of Christie Communications’ national PR campaign, rooibos became an ingredient in 50 different tea manufacturers’ blends and became a leading tea of choice in the U.S. market;
• Tonnage of rooibos sent to the U.S. increased;
• Rooibos tea blends received taste awards from the American Tasting Institute;
• Rooibos red tea received extensive media coverage in health and culinary media, was named the “new wave” in teas and was recognized for its quality, taste and health benefits.

ACROBAT PDF EXAMPLES:

• Rooibos Ad
• Accent Rooibos Tea
• Tea Almanac
• Woman's World Magazine

MEDIA:

Woman’s World, The Times Indiana Reporter, The Desert Sun, Richmond Times Dispatch, The Hartford Sentinel, Good Housekeeping, Alternative Medicine, Boston Herald, Business Times, Chicago Tribune, Coffee & Tea Handbook, Family Circle, Food Distribution Magazine, Health Products Business, New Products News, Newsday, Nutritional Outlook, Oakland Tribune

FROM THE CLIENT:

“You and your team have done an awesome job in creating awareness for Rooibos in the States. The amount of media placements obtained was certainly impressive and although it certainly is not an easy task to introduce and get people interested in something which they have not heard of before, you have managed to do so.

I was also very impressed with the professionalism of Christie Communications and would certainly recommend your services to any interested party.”

Arend J.F. Redelinghuys, Group marketing Manager, Rooibos, LTD.

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