NAAFI [Navy, Army, Air Force Institutes]
Helping a great British institution celebrate its 90th birthday..and make a fine cup of tea!
Objective
Generate awareness of NAAFI Break tea launched to coincide with
the 90th anniversary of NAAFI tea, available on the
British high street for the first time.
Approach
Comprehensive media relations campaign targeting consumer
writers on the national and regional press was created to generate
buzz and talkability about this premium blend tea.
Generate broadcast opportunities around the quality of the tea
combined with the 50p charity kickback to Help for Heroes.
Generate sales and enquiries in NAAFI Break tea through
experiential sampling and sales activity - an authentic 1940's
NAAFI wagon was found and commissioned to serve the new NAAFI tea
to the public at events ranging from the Army v Navy rugby match at
Twickenham to annual military tattoos and events.
Results
- Over £1million generated in press coverage from print and
broadcast media
- Sales enquiries from interested retailers keen to stock NAAFI
break tea
- Unprecedented demand for NAAFI Break tea resulting in extra
production runs
- Prolonged experiential activity resulting in further sampling
events including Goodwood Revival 2010, RIAT 2010 and Scarborough
Seafest 2010.