Brewing Up a Revolution
Moving beyond its established position as a staple in the home, T2 Tea sought to fundamentally evolve its brand perception by establishing itself as a credible, professional partner in the out-of-home cafe market, directly competing in a space often dominated by coffee.
The purpose was to validate T2 Tea’s professional relevance by creating a powerful association with Australia’s leading cafe culture. Driven by the insight that Aussies are passionate about quality and craft, the campaign capitalised on this by elevating the status of tea, encapsulated by the tagline “Loved at home. Chosen by cafes.”
The Right Cup Matters
Good Food’s prestigious Essential Sydney & Melbourne Cafes & Bakeries 2025 guide was the “right cup” to make T2 the presenting partner. This partnership leveraged the trust and scale of The Sydney Morning Herald and The Age, instantly credentialling T2’s offering.
Anchored in a high-impact combination of print and digital, the partnership explored the artistry behind tea through a quality 16-page print liftout, an immersive digital advertorial, Collections sponsorship and social assets. This multi-layered approach proved effective by giving readers a tangible moment in print and a deeper story about the artistry of tea through digital.
A Headline Worthy Blend
For our new series 'Headliners' in partnership with B&T, listen as Editor Tom Fogden talks all things publishing and the importance of brand partnerships, touching on T2 Tea, with Nine's Ashleigh Thomas, Commercial Director – Publishing Sales, Julia Naughton, Head of Life – Culture, Lifestyle & Travel, and Sarah Norris, Head of Good Food. Explore.
256%
Content Target
1.47%
CTR
+1.1M
Instagram Reach
Source: Nine Internal Analytics 2025
“Our partnership was far more than just putting a logo on a piece of communication and walking away, it felt like a really obvious meeting of minds. As a brand and as a partnership fit, it was seamless. There is a real shared sense of craft, artistry, and care between our brands, and we worked together to show how we could collectively unlock that.
The partnership enabled us to tell deep and rich stories; we had advertorials, social content, in app content. T2 sought to break the rules of the tea category. Off the back of this successful campaign, we signed on as the co-presenting partner of the Good Food Guide and Awards for the next two years.”
Peter Randeria, Marketing Director, T2 Tea
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