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.