Making time for a perfect brew

A social content platform for Whittard of Chelsea

Whittard of Chelsea have been a favourite of tea and coffee connoisseurs for over 100 years. But time moves on and the stores now need to connect with a new audience, an audience with little time for brewing tea, and with the concentration span of an espresso.


To get people thinking about the art of making a decent brew, Row-A created the content platform Brewtime – all about occupying those (dull) 2–4 minutes’ waiting time it takes to brew a good cup of tea or coffee.

Brewtime went beyond an education in the art of brewing. It gave Whittard a flexible, ownable short-form entertainment space to run through a variety of channels, across seeded and user-generated content.

So far, the platform has supported numerous outreach campaigns, user-generated short-form films and lots of idle-time-filler tweets, #brewtime.

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