With footfall to T2’s Shoreditch store dipping a wee bit below where it was last year, we had a thought.

We figured that as Shoreditch is arguably the home of coffee-shop cool, we’d gatecrash the coffee crowd on their own doorstep. We duly negotiated a deal with The London Coffee Festival, taking place at the Old Truman Brewery on Brick Lane.

Armed with ample research that suggested tea was about to have a bit of a moment, we landed TWO stands, a presence in the VIP suite and multiple demo sessions on the live stage AND the VIP area.

From there, we worked our asses off to make sure people knew we were going to be there, landing ten pieces of coverage in the process and setting up a string of 15 media-meets during the festival itself.

We knew this piece though, was more about nailing the on-site offering – and it worked a dream.

During the four days of the London Coffee Festival, footfall to T2’s Shoreditch store rose by 89% on the previous year, putting them back on track. Sign-ups to T2’s loyalty scheme were up 61% and we triggered a rather impressive 200% jump in website traffic, too.

To the lovely coffee people of Shoreditch: see, we knew you’d find tea rather wonderful…