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July 10, 2007

Events are key to future of major tea brand

Trade exhibitions and events will play a vital part in beverage giant Typhoo’s future brand strategy, according to the company’s channel marketing manager Sue Jones-Smithson.

Typhoo recently launched its new-look stand at the Caffe Culture 2007 exhibition in May. Designed by Event Marketing Solutions (EMS), it had to be striking and flexible to promote ‘the nation’s favourite cuppa’ to trade buyers. Typhoo will take the stand on tour to other major wholesale and catering events over the summer.

With sampling a key requirement of the brief, the stand is equipped with two hot water urns and a fridge – ensuring buyers can try out Typhoo’s extended range, three new speciality teas exclusive to the foodservice market, and a decaffeinated variant.
It also features a range of configurations to suit different spaces and requires only one person to set it up.

“The exhibition programme is an important part of our trade marketing strategy as we take the Typhoo brand into the 21st century,” said Jones-Smithson. “EMS met every detail of our brief, working within short timescales to deliver an impressive stand that has proved a real hit with customers.”
Commenting on the contract, Keith Austin, managing director of EMS, said: “We were delighted to take on this exciting project for such a high-profile brand. It adds a new string to our bow – in particular in the area of sampling – and demonstrates the flexibility of our full service offering.”

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