“The Specially Blended RV tour allowed Luzianne to reach out to consumers of all ages at major festivals and retail locations. Sampling clear, fresh brewed, specially blended iced teas helps to grow brand penetration through trial of our existing black tea and new consumer favorite family size green tea.” comments Ashlee Dunn, Marketing Manager of the Luzianne Tea Brand. Luzianne gave away approximately $82,500 worth of coupons both online and on tour. They served up over 250,000 samples in 10 different cities including making a detour to donate several cases of Luzianne Iced Tea and sugar to volunteers helping tornado victims in Joplin, Mo.
“Our tour managers took matters into their own hands regarding Joplin and knew they needed to help out anyway they could. They really took to heart what it means to be a family here at the Reily Food Company,” Ashlee commented, “It’s been an exciting tour and we look forward to serving up more cities next year!”
The strategy behind the branded campaign was to hit the core markets where Luzianne is most recognized and back it with social components that created a draw to enter the sweepstakes and visit the event locations. The tour ended at Kroger in Murfreesboro, TN.
The complete re-branded message for the 2011 marketing year at Reily Food Company and Luzianne Tea is “Clear as a bell”, the brand has become completely social, engaging its consumers in person and online.
Visit Official Luzianne Tea Facebook Page http://www.facebook.com/
Visit Official Luzianne Tea Twitter Page http://www.twitter.com/
Visit Luzianne Tea Website http://www.luzianne.com
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About Luzianne and Reily Foods Company
Based in one of the world's great culinary centers, New Orleans, Louisiana, the Reily Foods Company has flourished since its inception in 1902. This January, Luzianne Tea’s Specially Blended Sweepstakes began offering participants a chance to win an RV, to be drawn in early 2012 and awarded randomly. In May, Luzianne Tea’s Specially Blended Tour kicked off in Austin, TX and will travel across the Southern US throughout the summer.
If interested in contacting Ashlee Dunn, Marketing Manager for Luzianne Tea or with Social Media Account Executive Jennifer Brabson at Leverage Marketing group contact: 203.270.6699 or email at Jennifer@lev-