Tazo
Guide to Captivating Tastes
Tazo partnered with Zagat to develop a marketing campaign incorporating a custom restaurant guide that included recipe inserts to be distributed at the Tazo Taste Infusion Events in addition to a Tazo branded micro-site at ZAGAT.com.
Strategic Focus
Brand Awareness, Marketing Tool
Client Objectives
- Establish Tazo as a refined and intriguing brand of tea, committed to excellence in artistry and craftsmanship
- Develop a marketing tool that associates Tazo tea with artful dining, the world's top chefs and as an invigorating experience
Zagat Solution
- Produced a custom guide to restaurants in three target markets that demonstrated a commitment to innovative dining experiences
- Tazo inserted 12 tea-infused recipes designed by executive chefs inspired by Tazo ingredients
- Guides were distributed at Tazo Taste Infusion Events and were available through a mail-in rebate offer at grocery stores
- Content was featured on a Tazo branded micro-site at ZAGAT.com with a link to the Tazo homepage
- Microsite included three splash pages with Tazo history, event information and tea/food pairings
- Tazo utilized homepage placement on ZAGAT.com to drive traffic to the microsite and increase brand awareness
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