Morphy Richards is a well known UK brand that has experienced growth in Australia over the last 2 years. The 'Tea and Toast' concept takes a typically British tradition that is loved around the world and 'Australianises' it by asking  the participant which Australian they would most like to have Tea and Toast with.

Objective

The Tea and Toast campaign targeted Australian women aged 28 to 50. As a 'top shelf' home appliance name Morphy Richards aimed to target high income consumers from the AB demographic. The objectives were to raise brand awareness for Morphy Richards in Australia, to introduce the market to the new Illuma Kettle & Toaster range and to start to build a database of consumers for future communications. In a market which is saturated with advertising messages, 'Tea and Toast' offered a simple entry mechanic and cut through the clutter by appealing to the aspirational nature of this target market.

The approach

The campaign harnessed the power of 'celebrity' by asking the participant to day dream for a minute or two during their busy day about who in Australia they would most like to meet. At the end of this campaign the organisers will do their best to organise a Tea and Toast 'date' and if not, the winner will receive a $2000 cash prize. This was the first online marketing campaign for the Morphy Richards brand in Australia, so there was an objective to test various online channels during the campaign's life. Using social media as a channel for communication just made sense. This market is one the fastest growing age-groups in social media usage so making it easy for users to share on Twitter, myspace and delicious also increased the likelihood of the idea being shared with friends. Furthermore, participants went into the draw for 1 of 5 Illuma kettle and toaster packages by emailing the competition to their friends. The campaign included a simple campaign microsite , targeted eDMs, a Facebook campaign, targeted advertisements as well as some supporting PR activities.

Results

Just 4 weeks into the campaign, Morphy Richards Tea and Toast received an incredible response with over 11,724 visitors, 1,794 entries, and 4,581 very active fans on Facebook. Morphy Richards anticipate that Tea and Toast will keep the brand top of mind for consumers around the time of the Illuma launch and in the lead up to Christmas.