Lipton wanted to reimagine its iced tea line, beverages and tea bags — for a new generation of Millennial consumers.
The effort, “Bright Bites Reimagined by Lipton,” was a full year multi-platform campaign, featuring creative twists on traditional meals, based on insights that showed seven in ten millennials like to put a unique twist on recipes.
Lunchtime Rescue featuring Michael Symon and Sophia Bush
The campaign included a custom short video series called “Lunchtime Rescue” featuring chef Michael Symon, Anthony Anderson and Sophia who surprise real people and reimagine their meals with a Lipton twist. The campaign also extended to social media with Food influencers and bloggers who created and shared more than 200 pieces of “snackable” content.
Deliciously Reimagined Mealtimes featuring Kelsey Nixon
In addition to the digital campaign was “Chef Fest,” a series of live dining events focused on creating unique live “food experiences,” in four markets — Washington, DC; Atlanta; Chicago; and Austin — featuring Food Network chef Michael Symon and his celebrity friends.
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