Latest > Tea breaks take centre stage with latest eden account win

7th May 2024

Tea breaks take centre stage with latest eden account win

The eden team has been taking extra tea breaks this month in honour of one of our newest clients, The Tea Group.

We were thrilled to be selected as the PR agency of choice by the business’s MD, who founded National Tea Day (which takes place every April 21) to lead on this year’s multi-channel digital PR campaign. Our brief was to focus on the wonderful women behind so many of the delicious teas from across the world with the launch of The Ladies Tea Collection.

As the Nation geared up for National Tea Day, eden and The Tea Group put the spotlight on the women behind the UK’s most loved drink with the launch of 30 brand new alternatives to the traditional English Breakfast brew.

Established in 2015 to formalise the British affinity with the cuppa, #NationalTeaDay was immediately recognised as an important date in the calendar by tea-lovers up and down the UK. Now, every April 21, the nation’s favourite drink is put centre stage, with tea drinkers sharing their love for the comforting beverage associated with cosy evenings, elevenses, afternoon celebrations, first-thing-in-the-morning rituals and many other age-old British traditions.

Our brief was to ensure tea was the talk of the town and top of the media agenda, supporting The Tea Group’s mission to make delicious loose leaf tea accessible to all. We liaised with national, trade and regional journalists – including The Lady magazine to secure standout coverage across the board.

Director and Head of New Business at eden, Emily Winsor-Russell, said: “As a team of tea-lovers, with our own repeat order of tasty independent brews from Bird & Blend in Nottingham a firm favourite in the office, we couldn’t have been more excited to be appointed by The Tea Group to lead on this year’s #NationalTeaDay campaign. The whole team at The Tea Group are so tangibly passionate about the delicious teas they sell and the tea plantations they support across the world – especially the female-driven blends they are spotlighting in The Ladies Tea Collection (one of which is created by non other than supermodel Kate Moss!)

“We’re delighted with the coverage we secured for National Tea Day 2024 across major news sites and curated trade press, plus prime time online TV coverage, and look forward to working with The Tea Group to build awareness around International Tea Day on May 21. We’re opening our Lace Market office to all clients and friends of the business this month who are passing by or want to drop in for a cuppa and a chat – any excuse for tea and a biscuit!”

We asked our social media community which tea shade they preferred… certainly a controversial post that got people talking!

Proud to have created the world’s first network dedicated and committed to helping women working in the tea industry, MD of the Tea Group Diaz Ayub said: “We are simply delighted to be launching our exquisite Ladies Tea Collection on National Tea Day 2024 and to be working with eden PR, a passionately female owned and driven business.

“Women are integral to the production and dissemination of delicious teas across the globe and we feel it is paramount to the evolution of the industry that these fabulous tea entrepreneurs, tea activists and tea growers, pickers and blenders are given the praise, backing and investment they deserve.

“For more than 400 years, tea has been an intrinsic part of British life. The ceremony of making a cup of tea is shared across cultures, ages and post codes – and at its core there is a very special ‘coming together’ over a shared pleasure. This National Tea Day we want all the tea-lovers to think about where their favourite beverage comes from, and to appreciate the women behind their beloved drink.”

50% of all profits from the Ladies Tea Collection will be collated and donated to enhance education, health-care and sanitary services for females in tea, the world over. The Tea Group is in the process of creating The Ladies Tea Foundation, which will give back to these women in tea ongoing. Next year, to mark National Tea Day 2025, the organisation will announce how much has been raised from the Ladies Tea Collection and how the funds have been donated.

If you’d like to discuss an awareness day or recurring annual media relations campaign with us, get in touch with your brief or for a no-commitment initial chat to discuss your goals and requirements.

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Written by

Daniela Loffreda

Daniela has an eye for a news story and a flair for copy writing, grounded in her time spent reporting as a senior journalist. With experience across regional newsrooms in the East Midlands, she has found her PR passion for pitching great content and securing a variety of coverage for clients.

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