A Strategy Steeped in Success

Harney & Sons Tea Attracts New Customers

About Harney & Sons Fine Teas

Harney & Sons Tea is a story of passion. They followed theirs, and amazing things have happened, including a bottling plant, warehouse, two stores and a thriving international e-commerce business.

Situation

Bring Tea to More Customers and Grow Revenue

Established in 1983, Harney & Sons Tea, a third-generation family-owned business based in Millerton, New York, has a passion for tea and creating a relationship with customers. With high-quality products, an array of flavors and brewing options and extensive tea knowledge, it’s no wonder why they have an international reputation for quality tea. But they wanted to bring in even more new customers, continue to grow the Harney fan base, increase revenue, average order value and transactions.

Solution

Tea Down Every Avenue

To do this, CVR utilized organic social media, paid social media, SEO and multi-channel marketing campaigns.

CVR developed original, high-quality video and static content for Harney’s owned channels including how-to-brew videos by tea type, seasonally festive creative and numerous engage-to-win sweepstakes.

When Harney wanted to expand its partnership with Disney by adding two teas to its Disney Collection, Alice in Wonderland and Mad Hatter, they turned to CVR to generate buzz for the launch on Mad Hatter’s Day. CVR created content for out of home, paid social media, organic social media, Harney’s e-commerce site, their blog, a sweepstake and email marketing. CVR managed this relationship with Disney, ensuring all creative met Disney’s licensing agreement terms as well as their stringent brand guidelines alongside Harney’s brand guidelines.

Simultaneously to this work, CVR developed an electric holiday train themed campaign for Harney to kickstart their important tea shopping and gifting season. This campaign included festive video and photography content creation and implementation for geo-fenced online video, paid social media, organic social media, Harney’s e-commerce site, their blog, a sweepstake and email marketing.

“What began as a transactional relationship has turned into a true partnership with CVR. They have gotten to know our business inside and out, and we couldn’t be more pleased with the results of their strategic thinking, creativity and collaboration.”

— Emeric Harney, Marketing Director, Harney & Sons Fine Teas