Promotion Campaign in top gear

Tea Board of Kenya has scaled up promotion for enhanced domestic consumption with increased media activity and public interactions. In the last six months, radio campaigns have been run in popular FM stations, including Radio Citizen, Kiss FM and Easy FM. The promotion was hinged on two concepts, “My Cup of Tea” and “Let’s have Chai Kenya style”. “My Cup of Tea” promotion was aimed at highlighting the different ways of making a good cup of tea. Messages on the health benefits of tea were also disseminated to listeners who had an opportunity to call in and share their experiences on tea making.

The “Let’s have chai Kenyan style” promotion presented an opportunity for listeners to formulate creative names for the various ways in which Kenyans take their tea. Participating listeners were treated to exciting prizes, including cash and gift hampers of Kenya Tea. Key public interactions have also been undertaken in the recent past with a view to “taking tea and tea messages to the people. The Nairobi “Any Time is Tea Time Bash” took place on 19th December 2009 at the Village Market.

The bash brought together tea packers for a one-on-one interaction with consumers. This was billed as a family event and it attracted a huge turn-out of members of the public. They were treated different tastes of tea, messages on health benefits of tea, gifts and entertainment. The party moved to Mombasa on 3rd April 2010 with Tea Board of Kenya hosting the “Beach Party”.

The event was an entertainment bonanza with lots of tea drinking accompanied by games, dancing competition, acrobatic troupes and live music shows by leading artists Wahu, Ali B and Kanda King. Tea Board of Kenya promises that this is just a tip of the iceberg. More media campaigns a n d interactions are lined up. Keep listening and expect our visit as you continue to enjoy quality Kenya Tea!