Advertising, content and public relations work to drive awareness around specialty tea offering
Chatime, purveyors of the highly popular Taiwanese-style specialty teas, has named Toronto-based, full-service communications agency, CO-OP, as its Agency of Record.
With work already in progress, CO-OP will provide strategic communications support including advertising, content production and public relations services for the brand in Ontario. Since 2011, Chatime has been focused on bringing a new generation of specialty tea innovations to beverage connoisseurs across Canada – they have over 100 fully customizable tea-based beverages on their menu. Teas are brewed at specific temperatures and steeped following a rigorous set of operating procedures that ensure perfection.
“Over the past few years, we’ve experienced tremendous growth and success in expanding our operations, and with the recent opening of our 22nd store in Barrie, Ont., the time is right for us to streamline our communications and further solidify our presence and leadership in this market,” says Vincent Lau, CEO, Chatime Ontario. “With CO-OP, we’ve found an agency partner who complements our style and understands our desire to revolutionize the tea category – they are just as motivated as we are to push the boundaries of innovation. We look forward to working with them on this very exciting next chapter for Chatime.”
With a Shimmering Teas holiday-themed campaign already under their belt, CO-OP developed ‘Paint the Town Red with Ruby Black Tea’ – a winter campaign that takes creativity and passion to a new level. To support the launch of three new, exclusive-to-market Ruby Black tea drinks, the agency has created original artwork that blends old-world craft with modern design to deliver a digital campaign that speaks to the exclusivity and high-end quality of a rare black tea.
“Chatime is uniquely positioned in the beverage category,” says Peter Brough, managing director, CO-OP. “The brand has established a loyal customer following over the years, in part due to their ability to identify new trends and ingredients from other markets that resonate well here in Canada. After years of getting specialty tea just right, and now adding new drinks and select food items to their menus, we see Chatime targeting a much broader audience than they have in the past.”
Currently live with in-store print and digital, online and social elements, the ‘Ruby Black’ campaign is centred on a visual of the three exclusive ruby black tea beverages – a Latte, Milk Tea and Sea Salt Crema – set within a unique “cityscape.” With a subtle nod to the traditional opulence of Chinese New Year, the set was meticulously hand crafted – sized, cut and built out piece-by piece using stunning red and gold textured paper.
“We were challenged to convey a message that would fuse the joy of Chinese New Year with the love of tea, while maintaining a modern aesthetic that would appeal to a largely millennial audience,” says Sally Lunn, art director, CO-OP. “We set out to create an authentic piece of art – an ode to the evolution of our craft – blending old-school set creation techniques with digital enhancement to come up with a truly authentic representation of the Chatime brand.”
Future campaigns will focus on unique brand opportunities that will continue to solidify Chatime’s market-leadership positioning within the specialty tea category, while expanding the brand’s reach into new market segments. Multicultural campaign elements will continue to be fulfilled by Sensu Communications.
Chatime is a purveyor of specialty tea beverages in Canada. With origins in Taiwan, Chatime specializes in bringing high quality, customized tea innovations to the Canadian market. Chatime opened its first Canadian location in September 2011, and has since seen massive success, quickly growing to over 36 locations in Canada, with over 1,000 locations worldwide. To learn more about Chatime’s delicious offerings, visit Chatime.com.
CO-OP is a collaborative, full-service, integrated agency partnership. Headquartered in Toronto, the agency specializes in creative marketing and communications solutions, including: advertising, strategic planning, design, CRM, interactive, social media, digital response and public relations. The agency offers a future-forward business model that seamlessly flexes and shifts team structure and size based on client needs, while celebrating creative collaboration outside its walls. CO-OP combines the heavy-lifting capabilities of a traditional agency with the agility of a modern collective to produce captivating creative and deliver uncompromising business results. Visit www.wearecoop.ca for more information.