How to create standout on one of the biggest political dates in the UK calendar…the EU Referendum.
Now in its second year, the date (24th June) for National Cream Tea Day was set before the date of a referendum was agreed.
Developed as a PR and marketing tool, the team behind National Cream Tea Day, (Wild West, The Food Awards Company, Rodda’s and Tiptree) used the day to initially launch the wider platform – The Cream Tea Society. After such a storming year one – we knew we had to continue and the date is now set annually to mark the beginning of the cream tea season – there was never a question of changing it. So how do you make sure that a national day gets cut-through during the political game-changer of the referendum? This was the challenge for Wild West Communications – our approach had to be collaborative, creative and multi-platformed.
Last year, as part of Rodda’s 125th anniversary, Wild West was tasked to elevate the brand and its connection to the cream tea. We created the Cream Tea Society which became a community hub, generating a loyal advocacy base. Joining forces with Wilkinson & Sons Tiptree and the Food Awards Company, National Cream Tea Day was born. The aims of the campaign were to provide a platform for years to come, to ensure both brands were seen as experts on all things cream tea and to develop a greater emotional connection to consumers.
This year, National Cream Tea Day fell on the same day as Brexit but we were careful to position it as a quintessentially British comfort for many and a welcome alternative to the ongoing debate around the referendum. In light of the contrast between the referendum and our much lighter news story, we were able to strike a careful balance – it was a total winner on social media.
In the past 30 days there have been 15,433 tweets using the #NationalCreamTeaDay hashtag, with the Cream Tea Society Twitter page reaching 84.9K users since Thursday. Tweets from the likes of Whittard of Chelsea, Sunday Brunch, Tatler, BT, BBC Good Food, Downton Abbey and Paddington Bear fuelled Cream Tea conversation throughout the day!
On Facebook we received 12,000 views of our video, below, featuring the Tetley Tea Folk- with a total reach of 16,000 and 945 reactions, comments and shares. It goes to show much us Brits love a cuppa with their cream tea.
[vc_video title=”Tetley Tea Folk share their Cornish cream tea” link=”https://www.youtube.com/watch?v=we7uqj04mZQ”]
Through a strategy of creative content generation, branded associations, pre-event build up, on the day hype whilst ‘celebrating the simple pleasures of things we love’ The Cream Tea Society organically reached a total of 322,465 people on Twitter with 199,807 personal accounts engaging with our content. Including our reach on Facebook (25,772), our total reach across social media was over 350K.
Through traditional media the campaign secured over 100 pieces of coverage to date in national, press, regional publications and across the blogosphere. Highlights include the Express, Saturday Magazine, Telegraph Online, Red Online, Psychologies Online, BT Lifestyle, Veggie Online, Good Homes, LandLove, Yours Magazine and Eat In.
A light news story with the ability to put a smile on somebody’s face still has the capability to resonate with the public despite a busy, political day on the national news desks. Whilst Britain debated its future there was still space for the Cream Tea Society to bring our nation together to unite over scones, jam and Cornish clotted cream.
Words: Megan Hocking