The clever folk at T2 tend to keep us on our feet with new products pretty regularly but when they asked us to help land their new Veggie Tea range in the UK, we knew they’d come up with a real stunner.
Faced with flavours including Rooibos, Beetroot and Broccoli, Apple, Kale and Ginger and Carrot, Ginger and Turmeric, we had an inkling the range would be naturally popular with the health food set.
We also figured that we were fast approaching Autumn, arguably the most colourfully inspiring time of year, horticulturally speaking.
So we duly called on the services of Chelsea Flower Show winners and TV landscape gardeners the Rich Brothers, to create a living autumnal wonderland in-store, inspired by the ingredients in the teas.
The result was rather stunning, with T2’s Kings Rd store being transformed into an epic installation, celebrating the changing of the seasons – and it gave us a rather nice platform to talk about the new range, too.
We kicked-off by throwing a decent launch party, gathering more than 30 media to try the teas and spend some time relaxing in our in-store garden.
We followed that with a belter of a piece (half a page to be exact) in the Evening Standard, which featured the installation and the new range.
Then more widely, we’ve already seen coverage land across the lifestyle media with hits on TrendHunter, Look, Beauty and the Dirt, Observer Magazine, FoodBev, Field Marketing, Daily Telegraph, The London Economic and Now Magazine plus a smattering of blogs including Street Eats London, Citylicious and Lolita Bonita.
It seems the installation is having the desired effect too, with early reports from T2 suggesting a spike in traffic to the Kings Rd store.
Not bad, we thought.