Background

Dilmah is a legendary Sri Lankan family-owned tea brand, selling ethically handpicked, single-origin Ceylon tea to over 105 countries. In Australia, they’re a familiar face on supermarket shelves—but with fierce competition, premium pricing challenges, and a need to stand out, the brand needed to reassert its identity. The mission: build awareness, capture shelf space, and most importantly—tell better stories on social media specificallly to capture the hearts and heads of the younger audience.

The Strategy

Our role was to contemporise the brand and support the relaunch of its new packaging with a fresh, youth-focused media campaign. While older audiences remained loyal tea buyers, our challenge was to spark curiosity and create connection with younger Australians—reintroducing the magic of tea through cocktails, food, and shared moments.

We designed a two-city influencer blitz: 30 influencers in Melbourne and 30 in Sydney from food, health, lifestyle, and beauty spaces. At the centre was a High Tea event like no other—hosted by celebrated chef Peter Kuruvita, it was part sensory experience, part content generator, and all heart. The result was a groundswell of authentic stories across social platforms, showcasing the versatility and beauty of Dilmah tea.

Results & ROI

• Our 60 influencers reached a combined following of 6.9 million people
• Delivered 3.7 million impressions and 229,108 genuine interactions and engagements
• Doubled Dilmah’s social media communities on Facebook and Instagram within 3 months
• Increased engagement rates by over 25% during the same campaign period
• Repositioned Dilmah as a premium, contemporary, single-origin tea brand
• Boosted brand authority, relevance, and trust across food, lifestyle, health, and beauty communities
• Drove foot traffic and sales at major retailers like Coles and Woolworths, supporting the brand’s premium shelf placement