To drive trial of new flavors and build brand awareness by promoting its family-owned story, Bigelow Tea has launched a mobile tour that allows consumers to sample from a custom tea bar. The Mobile Tea Bar tour, which launched Sept. 19 at Whole Foods in Cambridge, MA, coincides with the Fairfield, CT-based brand’s 70th anniversary (it was founded by the current ceo’s grandmother). Tour stops and updates can be found here.
The Bigelow Mobile Tea Bar is housed in a customized 31-foot 1977 Air Stream, complete with a sampling window, canopy and interior retail finishes such as wood paneling, custom cabinetry to display some 40 different flavors of tea, bar stools and a lounge area with a built-in couch. On the wall behind the seating area is a timeline display describing the history of Bigelow Tea. The bar can sample up to 2,000 people per day.
Bigelow brand ambassadors on-site welcome consumers into the environment and take them through a variety of tea flavors, discussing the history and culture of tea, the ingredients that go into Bigelow teas, and the company’s involvement in sustainability and community. In addition, consumers can share a cup of tea with “Biggie,” Bigelow Tea’s mug mascot, in a photo experience with a drive to social.
“We’re proud we produce all of our tea bags right here in America, and I do think people had lost sight that we are 100 percent family-owned and operated, run by a woman—all of these wonderful touchpoints about the business,” says Cindi Bigelow, president and ceo of Bigelow Tea. “The mobile tea bar is our opportunity to get out there and share our story with tea lovers, talk about our quality and get feedback from the customers.” Agencies: EventNetUSA, Fort Lauderdale, FL (activation); Craftsmen Industries, St. Louis, MO (build).
Check out more photos below.