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Upton Tea Imports Ad Campaign
Client
Upton Tea Imports
Location
James Madison University
Role
Art Director, Designer, Copywriter, Researcher, Strategist
Date
2022
Type
Campaign
Medium
Radio, Print
The Objective
For this project in my Copywriting for Advertising class, the objective was to create awareness for Upton Tea Imports, a popular English tea brand, in the United States and position it as a source of the “world’s finest teas” for millennial households.
For the print ad, we needed to produce a creative brief and ad COPY (headline, subhead, long body copy, tagline, mandatories) for a full-page, four-color print ad for Upton Tea Imports. The ad would hypothetically run in the October/November 2022 editions of national cooking and food & wine magazines, e.g., Eating Well, Food & Wine, Bon Appetit, Martha Stewart Living.
For the radio ads, we used the Benefit strategy in our "Boston Tea Party" ad and Feature strategy in the "Upton Tea Imports Experience." We needed to write the ad using a mix of music, sound effects, and dialogue. These radio spots are a national buy for morning & afternoon drives. The spots would air October through December 2022.
The Target Audience
Older Millennials (aged approx. 35-40) primarily in the VALS Achievers category.
The Deliverables
1 Print ad
2 30-second radio ad scripts
Collaborators
Meredith Orne, Augie Harr, Carson Fox, Sarah Eccleston
Research Highlights
We researched the Mintel Marketing to Millennials reports and developed personas and psychographics. We learned that millennials more likely to spend more money on a product if they think it is good quality and healthy. They also like stability. The persona we created was Jessica (37). She has a full-time job, a husband, and a daughter. She wakes up early and has her cup of tea to start her day. This is her "me-time" during her busy weekdays.
Print Ad Copy
Print Ads Mockup
The guidelines for our project only required the copy of the ad. However, I made a few mockups of the print ad on my own using stock photos and Canva after the class ended!
