Matcha Love launches “stay grounded” multi-media campaign
Matcha Love has introduced the brand’s first media campaign. The multi-faceted media project, “Stay Grounded,” is rooted in the brand’s manifesto of achieving clarity through a gentle flow of heightened awareness delivered by matcha – finely milled green tea harvested from shade grown tea leaves that delivers the full vitality of the entire leaf. The “Stay Grounded” campaign, which launched 2 February, combines a mix of traditional and digital media, including video, social, earned media and influencer programs, as well as consumer promotion at the point of purchase.
“This is an exciting time for the matcha love brand, as matcha awareness and consumption is really growing. Given our deep-rooted expertise with the tea, we feel well-equipped to educate consumers about matcha through ‘Stay Grounded’, and differentiate the matcha love brand by creating an emotional connection with them as well,” said Harris Goldman, head of marketing and innovation for ITO EN (North America), the creator of matcha love. “This campaign works on multiple levels. It communicates to consumers that matcha is steamed, dried, green tea that is ‘grounded’ into a powder. On a spiritual level, it also shows how a tea break with matcha love can give a natural, sustained energy boost to help balance your day.”
The “Stay Grounded” campaign features matcha love’s portfolio of green tea products, while simultaneously establishing a lifestyle that hones the naturally occurring health benefits of matcha. The concept aims to communicate the act of being mindful and present. Campaign expressions include a variety of digital channels including social sponsored posts, paid digital banners, influencer partnerships, search engine optimization and digital coupon programs to drive consumer trial and purchase. The campaign will also feature a series of digital videos and images to use in online, mobile and social ads, and media placements, bringing the campaign’s story to life in a visual way that translates key practices of staying grounded to consumers.
Matcha love’s collection of whole-leaf green tea products includes ceremonial and culinary powders, and ready-to-drink matcha shots and iced teas. Matcha love is available at natural food stores and specialty supermarkets nationwide, including Whole Foods Market, Sprouts Farmers Market, Wegmans, The Fresh Market and more, as well as at ITO EN brand retail stores and online at ItoEn.com or Amazon.com. For more information on matcha love and its products, visit www.matchalove.com.