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Supporting Challenger brands to drive trial and conversion - Labyrinth Marketing
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Brand Planning

Challenger Brand

The brief

To audit Twist Tea’s current eCommerce activity and provide recommendations on digital, social and Food Service marketing activation – including estimate costs and ROI analysis.

Twist Tea with a cup
Twist Teas Loose Leaf


Premium tea start-up, Twist Tea, came to us for support on how to accelerate their growth, having developed award-winning blends and a growing online, wholesale and Food Service distribution over the past two years.

Our role was to audit the current eCommerce activity and advise how to optimise the online user experience to drive conversion.

Plus, present an overarching strategy to increase trial and awareness through: brand positioning, email marketing, B2B and B2C social media & content strategy, Food Service (both trial in outlet and repeat purchase via eCommerce), and leveraging local (Hertfordshire) activation.


Directors / Founders


Upskill – provided detailed ROI analysis calculations and conversion funnel that clients can use in future, advised the client throughout on how and why we had made estimations and assumptions across various touchpoints; as well as advised on brand vision and strategy and how that translates to activation.

Bring plans to life – mapped the consumer journey online and in Food Service to visualise the best opportunities for brand awareness and conversion, to allow a clear brief for any team or agency partners that may bring plans to life in future.

Variety of approaches – to demonstrate our thinking, we mapped multiple consumer journeys based on shopper and user profiles using existing data plus observations, competitor reviews and best practice experience.


Twist Tea with a cup
Twist Teas Mug of Tea


  • Extensive audit of existing eCommerce and email marketing journey
  • Presented detailed recommendations for optimised experience to drive conversion
  • Food Service consumer journey with tactics to drive awareness and trial
  • Recommended digital and social content strategy for B2C and B2B
  • Activation ideas costed with ROI analysis and conversion calculator

Case Studies

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