Overview

In Ireland, Nambarrie Tea Company - employing just 35 people - partnered with Action Cancer, a leading Northern Ireland cancer charity, to raise money during Action Cancer’s 1998 Breast Cancer Awareness Month. The promotion entailed a number of tactics, the main element of which was the sale of specially designed packs of Nambarrie tea offering a donation to Action Cancer with each pack sold.

Results

Action Cancer raised double their usual funds, increased awareness of the charity, and saw a significant increase in the number of women attending their screening clinics. Nambarrie Tea Company raised awareness and improved perceptions of its brand among its target audience, and increased brand appeal by more than 100% among those who were aware of the Breast Cancer Campaign’.