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Research Area: Small Business Support | Status:  Completed | Led By: Student-led

The Challenge

Millennia TEA is the creator of a new category of tea: Fresh-leaf. The company’s mission is to fuel wellness with the freshest and most antioxidant-rich tea anywhere. Founded in 2016, the New Brunswick-based business has quickly grown through e-commerce and retail and can now be found in supermarkets across Canada. Millennia TEA came to ÍõÖÐÍõÁùºÏ²ÊÌØÂë looking for marketing support to help reach new customer segments to continue their growth trajectory.

The Solution

Students in ÍõÖÐÍõÁùºÏ²ÊÌØÂë’s Business Administration: Marketing program got to work helping flesh out traditional and new media strategies to support Millennia TEA’s marketing efforts.

To explore new marketing techniques, students helped Millennia TEA increase its reach among younger customer groups. To do this, they created a content marketing strategy centred around TikTok. The students helped grow the company’s account by creating 14 videos featuring product recipes, educational resources and trending content.

Students also launched a traditional marketing campaign to raise awareness of Millennia TEA in Woodbridge, Ontario, where the product recently became available in a local supermarket. Students created postcards, in-store posters and online geo-targeted Facebook ads targeting golfers in the area. The messaging encouraged them to visit a website to learn more about the tea and where they can buy it. The campaign generated results: sales soon rose measurably at the local store. The company can now repurpose this student-designed model for brand exposure as they enter new regional markets.

About the Collaboration

ÍõÖÐÍõÁùºÏ²ÊÌØÂë is Millennia TEA’s first stop to find applied research support. The hands-on experiences students receive through their programs prepare them to tackle challenges in the business world with ease. Beyond these projects, they have hired multiple ÍõÖÐÍõÁùºÏ²ÊÌØÂë students and graduates and look forward to working with the college for years to come.

ÍõÖÐÍõÁùºÏ²ÊÌØÂë received funding support from the National Research Council of Canada Industrial Research Assistance Program (NRC IRAP), which enabled Millennia TEA to access research and innovation support from ÍõÖÐÍõÁùºÏ²ÊÌØÂë related to this project.

Project Partners/Funders