For many tea drinkers, a cuppa means a teabag, but loose-leaf tea offers richer flavours and a mindful brewing ritual. JING Tea wanted more people to appreciate that difference, so we built a broadcast PR campaign around its premium loose-leaf teas, sourced directly from individual tea gardens in Asia. On air, we encouraged listeners to expand their tea horizons and discover the depth and complexity of loose-leaf tea. The campaign secured 14 items of radio coverage reaching 3.3 million, including BBC Radio Leeds, BBC Radio Hereford and Worcester, BBC Radio Wiltshire and Sky News Radio.
14Items of coverage
3.3 millionCombined reach
1h 10mTime on air
Coverage highlights
BBC Radio LeedsBBC radio
BBC Radio Hereford and WorcesterBBC radio
BBC Radio WiltshireBBC radio
BBC Radio ShropshireBBC radio
Sky News RadioNational news network
Campaign video
The story
JING Tea
The campaign
Expand Your Tea Horizons
The aim
JING Tea aimed to elevate appreciation for the rich flavours and diverse selection of their loose-leaf teas, highlighting the mindful brewing ritual that sets them apart from conventional teabags. We engaged UK consumers by showcasing JING’s commitment to sourcing premium teas directly from individual Asian tea gardens, emphasising authenticity and quality. Through targeted education and storytelling, the campaign encouraged tea enthusiasts to discover the depth and complexity of loose-leaf tea, inspiring a shift towards a more refined and immersive tea-drinking experience.
The result
14 items of coverage reaching 3.3 million, including BBC Radio Leeds, BBC Radio Hereford and Worcester, BBC Radio Wiltshire, BBC Radio Shropshire.
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