Lipton Rainforest Alliance

{ Communication }

{ PR }

{ Research }

Assignment: 

Following Unilever’s clear policy on sustainability, Lipton Yellow Tea obtained the Rainforest Alliance Label. To support this communication campaign, a strong PR strategy and approach was to be designed.

APPROACH: 

A selection of journalists was invited on a press trip to Kenya, to visit a tea plantation and experience how Lipton makes a difference. They had the opportunity to speak to local people. A press kit in Kenyan style, to show the commitment between Lipton and the Rainforest Alliance, was distributed amongst a broad range of journalists (long lead and short lead).

Result: 

The press trip was a great success. 16 journalists joined and six months later a second press trip was organised. In only 3 months time, 250,000 Euros worth of free publicity was generated. Lipton gained a strong image as sustainable producer.

  • perss report

  • press report

  • Press kit

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