Having grown its grocery presence since 2012 targeting restaurant customers, Itsu is on a mission to build wider awareness while maintaining a one brand approach.
Typhoo is the oldest British tea brand, but it has adopted a fresh approach, product and mission to encourage change across the tea category, while also reversing its own decline.
Brands in emerging categories often have to be disruptive in how they approach product, price and place to create value in unchartered territory.
In the first of a new series looking at how brands are addressing category challenges to grow, marketers discuss how to drive awareness, not only of a new brand but an entirely new category.