Three Brisbane school girls are starring in a ‘Spill the Tea’ social media campaign for a Queensland tea company after impressing its bosses with their real-world marketing ideas at a competition run by QUT.
QUT Business School held its 10th annual BlueShift business case competition in Semester 1, with a record number of more than 120 high school students taking part. BlueShift challenges the school teams to analyse a real business and its operating environment, and then present recommendations.
This year’s client was Origin Tea, which is headquartered in Brisbane and was co-founded by QUT business graduate Chris Seaton.
He’s now asked the winning team – 16-year-olds Charlotte Crago, Grace Bell and Simrat Gill – to become brand ambassadors for the company and help with its mission to build a tea culture for Millennials and Gen Z.
The Year 11 students from St John Fisher College at Bracken Ridge have been busy creating content at the company’s Murarrie head office and warehouse, as well as shoots around Brisbane, that centres around the concept of connecting with a friend or sharing news over a cuppa because there’s a juicy conversation brewing in every cup of Origin Tea. The ‘Spill the Tea’ campaign has been rolling out on Origin Tea’s Instagram and TikTok channels in recent weeks.
The trio all drink tea at home with their families, and said fruit-flavoured teas and iced teas were the most popular tea types among their friends.
“In my circle of family and friends, I only know a handful of people who actively drink tea on a daily basis, and they tend to lean towards iced tea if they are from a younger generation. With so many new and innovative flavours arising in traditional teas, as well as iced tea ranges, I am hopeful that Gen Z will grow to incorporate tea into their daily lifestyle,” Charlotte said.
Chris said the BlueShift challenge focused on building a tea culture for Millennials and Generation Z.
“We were inspired by the innovative ideas presented by the participants. Our mission at Origin Tea has always been about making tea drinking cool – and Simrat, Charlotte and Grace nailed the brief with their fresh, fun ideas,” he said.
Chris came up with his tea business idea as part of a marketing subject during his QUT studies and founded the company with his brother Lawrence. Twelve years later, the siblings have grown the brand to be sold internationally and in Woolworths.
“I was 21 when I decided to turn my uni assignment into the real deal and it went on to become the fastest growing consumer tea business in Australia, so I know the success that can be sparked by a school project,” Chris said.
Grace and Simrat are both interested in studying business and law at QUT after high school, and Charlotte is also keen on a business degree, with possible majors in entrepreneurship, international business or marketing.
“The opportunity to work with Origin Tea was an enriching experience because I got to work with a real-world business and gain valuable insight into the field,” Grace said.
“It has solidified my love for business and my future goals and aspirations for my career.”
Simrat said being a brand ambassador was a fun and educational experience.
“I got to learn about the business industry first-hand, gain real-world marketing insights and learn how to effectively promote products. What sets Blueshift apart is the opportunity to work on an actual business case that can be implemented. It can be the start of your career,” she said.
Charlotte also said the competition and resulting campaign had been an invaluable experience.
“Becoming a brand ambassador for Origin Tea was an opportunity I never thought I would receive when I participated in Blueshift. I have gained fundamental learning experiences in the marketing field by working with Origin Tea that is sure to form a pathway for my future.”
Charlotte, Grace and Simrat have been paid for their involvement in the campaign and also received plenty of tea products for themselves and their families.