HEYTEA
The Challenge
A brand that many people in Europe would never have heard of, selling unique teas they would almost certainly not have tried. Our challenge was to launch HEYTEA, the Chinese creators of Cheese Tea, to a European audience. Launching a pop-up store in Paris in the build-up to the Olympics, HEYTEA needed a strong broadcast strategy to cut through a crowded news agenda and introduce its product to a new market.
Our Strategy
We positioned HEYTEA’s Paris launch as a must-try experience for food and tea enthusiasts. Leveraging the Olympics’ global buzz, we secured high-profile TV interviews for Senior VP Mr. Yujia Gu, delivering them live from inside and outside the pop-up and supporting each one with dynamic B-Roll to ensure the story resonated with international media.
The Results
HEYTEA earned top-tier coverage on CNBC, Reuters, BBC News, CGTN, and the South China Morning Post, with further exposure through APTN distribution. Despite competing with global events like the final of the Euros, Wimbledon and the NATO summit, the campaign gained widespread international attention.
The Impact
The coverage spotlighted HEYTEA as a global innovator, effectively introducing Cheese Tea to the cheese capital of the world and positioning HEYTEA as a bold disruptor in the international beverage market.
