Bushells

CHALLENGE

Australia is not a country that’s synonymous with tea, but with Bushells making premium Tea for over 125 years, we think that Australia has a thing or two to teach the world about the right way to have a good cuppa.

RESPONSE

Stuffy English tea traditions are well know; one mustn’t let the spoon touch the cup, one must never add the milk before tea and one must serve tea at precisely 4pm. But Australian Breakfast Tea is tea the Aussie way so we created an entire etiquette guide based on the idea of “Our Tea, Our Way”.

A TVC introduced people to the Australian way of drinking tea by poking fun at these English traditions. They were then directed online to where they could take a test to see whether they drank tea the Australian or the English way. Those suspect cases could then educate themselves on how to drink tea more like an Aussie.

The whole campaign and our official Bushells Tea Etiquette Guide was launched with a civilised Australian tea party. Naturally it was held in a pub and hosted by a comedian.