Tetley teams up with Strategic Objectives

Tea brand Tetley has hired Strategic Objectives to brew up excitement around its latest flavours of Live teas: Live Happy and Live Balanced.

Tetley selected Strategic Objectives due to its blend of experience in the lifestyle, wellness, and food and beverage categories:

“I admire Strategic Objectives’ ability to deliver creative campaigns that reach Canadians across all coasts,” says Joyce O’Connor, director of marketing, Tata Consumer Products, producers of Tetley tea. “The team’s enthusiasm for the product, and understanding of the moments of pause they create, confirmed that they will deliver on our mission of helping Canadians in their pursuit of living better, and propel the Tetley Live brand in the Canadian market.”

The team is working closely with “Happiness Expert,” Dr. Gillian Mandich. Through national media relations and TV segments, Mandich will provide insight and advice to help Canadians achieve their desired happiness and balance in life.

The campaign will also feature paid partnerships with wellness influencers, ‘Positivi’tea’-themed mailers and a media partnership with Châtelaine.

UpHouse snags AOR business for Assiniboine Credit Union

Winnipeg marketing and public relations agency UpHouse announced that it has won Assiniboine Credit Union (ACU) as a client, with new work in market this week.

ACU is a financial co-operative that offers a full suite of personal and commercial banking products and services. The company has more than $6 billion in assets and 140,000 members with locations in Winnipeg, Gillam and Thompson. ACU became Manitoba’s only B Corp-certified credit union in 2020 and the province’s first carbon-neutral credit union in 2019.

Last year, UpHouse also became a B Corp after years of prioritizing diversity, equity and inclusion in its business ventures and marketing campaigns.

“We always strive to work with organizations whose values match our own,” UpHouse co-owner Alex Varricchio says. “We knew right away that ACU would fit that bill, so it’s fair to say that we really wanted this one and I think our proposal and enthusiasm showed that.”

Recent UpHouse work includes a campaign for Travel Manitoba.