Luxury tea brand T2 has appointed Cummins&Partners Melbourne as it prepares to expand globally.
T2 opened its first store in Australia in 1996 in Melbourne. Today it has nearly 100 stores nationally, also opening its first store in Singapore this year. The company was bought by Unilever in 2013 for almost $60 million.
T2 global director of marketing Jane Hoban says the competitive pitch was held to find a partner to help with the brand's growth ambitions.
"From our small beginnings in Melbourne, T2 Tea has taken the traditional art of tea and turned it on its head with 21 years of brewing experience, T2 has grown into a global omni-channel business with 97 stores across 5 markets with significant growth ambitions to build a generation of tea lovers on every continent," she says.
"And there has never been a better time. Premium tea is a high growth category and at a tipping point as consumers migrate to healthier beverage options."
"We are humbled and thrilled to take on a brand that has such a wonderful sense of itself. You’d be hard pressed to find a more beautifully designed, diverse and attractive experience. From the stores to the remarkable flavours that you pour into your teacup…there is such a fulfilling and joyous aspect to T2," Cummins&Partners founder Sean Cummins says.
Work begins immediately on campaign in local markets with a roll-out in the US and UK.
The account is the first win for Cummins&Partners Melbourne since it lost its creative duo Jim Ingram and Ben Couzens in March alongside global chief strategy officer Adam Ferrier. The trio launched their own agency Thinkerbell this month.
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