Copywriter / Art Director: Eva Hurley
Context: TAZO is relaunching its four best-selling blends—ZEN, Awake English Breakfast, Chai, and Darjeeling—with their first-ever Regenerative blends. Now USDA Organic, Fair Trade, and Rainforest Alliance Certified, these teas are crafted using regenerative organic agriculture to support nature and biodiversity. (provided by the brief)
Insight: Premium tea drinkers are conscious consumers who carefully consider what they eat and drink. Yet when it comes to tea, they’re left in the dark, creating a disconnect between their values and their cup.
We’re changing the way we think about tea by bringing the same intentionality we apply to other ingredients. TAZO’s Tea For Thought Campaign is bridging the gap between tea and food culture— emphasizing the importance of knowing where your tea comes from and why it matters.
Adcept Board
OOH
TV: 30s
Social Media
HelloFresh x TAZO
For a limited-time, HelloFresh is offering exclusive meal kits featuring TAZO’s 4 Regenerative blends as essential ingredients. From tea infused sauces and marinades, to punchy, bold seasonings, these recipes highlight tea as food— because how it’s sourced and where it’s farmed matters.
With the hashtag #thinklikeTAZO, we’ll create social media buzz, encouraging UGC by sharing their at-home creations. Each post is an entry into a TAZO giveaway—a chance to win a year’s supply of TAZO’s 4 Regenerative blends.
Radio: 30s
SFX : Background sounds of a bustling kitchen— muffled chatter, pans clanking together, chopping fresh produce.)
VO: Kitchens are all about fresh produce and sustainably-sourced ingredients, but what about their tea?
VO: TAZO’s cooking up something fresh— regenerative agricultural is now BEHIND! their four best-selling blends, restoring the land and preserving resources.
VO: TAZO’s done cutting CORNERS! because tea deserves the same attention as the rest of your ingredients.
VO: Tea is food. It’s time we think like it. TAZO Regenerative—Available now, in-stores and online.
VO 2: YES, CHEF!
Ran on the above podcasts
Cookbook
The TAZO Regenerative Cookbook is a culinary journey showcasing innovated recipes using our 4 Regenerative blends. Designed to highlight tea as an essential ingredient, it invites people to rethink how they view tea and put more consideration into where it’s sourced.
Cooking Classes
Created with the support of AI
TAZO is coming to a city near you!
Following the release of TAZO’s 4 Regenerative blends, we’re hosting cooking classes in major U.S. cities like New York, San Francisco, and Austin. Using local, organic ingredients together with our blends, we’re creating a lively experience to dive into the delicious recipes found only in the new, TAZO Regenerative Cookbook.
These cooking classes provide a hand-on opportunity to engage with TAZO in a different way, support the regenerative movement, and learn something new. This also supports the sales of our cookbook and HelloFresh Collaboration via social media.