MOOD tea launches across Woolworth stores with a pro-bono $10m media campaign

Dentsu media agency Carat has secured $10 million in pro-bono media inventory to support the launch of industry social enterprise, MOOD tea, across Woolworths stores.

The launch follows the announcement of the partnership between MOOD tea and the retail giant, revealed by Mumbrella last month.

The campaign, launching in August, was created by The Monkeys, part of Accenture Song, to raise brand awareness of the industry’s first ‘product for purpose’, encouraging new consumers to try the unique flavours of MOOD tea.

All profits derived from the sale of the products will go towards funding youth mental health projects, with the product having been designed and supported by more than 1000 companies across the industry.

The campaign is set to rollout across TV, cinema, digital, radio, print, outdoor retail and social channels. As MOOD’s media agency partner, Carat was able to secure more than $10 million in prime-time inventory, thanks to the generosity of over 30 media owners.

Sue Squillace, CEO of Dentsu Media ANZ said: “The support for this campaign across the media owners has been phenomenal. Youth mental health is a cause that so many of us are passionate about and it’s great to have such a practical way to use our networks and channels for good. Thank you to every media owner who has donated inventory for this important cause.”

The campaign is supported by: ACM, Are Media, ARN Radio, ATN, Broadsheet, Cartology, Clear Hayes, Foxtel, GOA, JCDecaux, Jessica Hanson Stylist, Living Image Media, M&C Saatchi Media Sports & Entertainment, Meta, Mamamia, Motio, Network Nine + WIN, Network Seven + Prime, Network Ten/Paramount, News, Nova, oOh! Media, Patrick Moran Photography, Pedestrian, QMS, SBS, SCA Radio, Scentre Group, Shopper Media, The Guardian, Tonic Media Network, TorchMedia, Val Morgan and Yahoo.

Chris Freel, CEO of UnLtd and MOOD tea commented:It’s such an exciting week for our industry as the product that so many have been part of creating and promoting, is finally hitting the shelves of 865 Woolworths stores across the country. We are extremely grateful to every individual and company who has supported MOOD and we should all feel incredibly proud of what we have achieved together.

“Next time you’re at your local Woolworths, make sure you buy some MOOD, grab a selfie, and help us spread the word so that we can help to save more lives, one cup of tea at a time.”

As part of the campaign, MOOD tea has partnered with Cartology to run a competition, encouraging the media, marketing and creative industry to post a selfie with some MOOD tea in a Woolworths store and upload it to social media, use the #SipSelflessly hashtag and tagging The 3 most creative submissions will win a years supply of MOOD tea and a $1000 Woolworth’s gift card.

The competition runs from 27 June until 14 July 2022. All entries will be judged based on their creativity and winners will be announced on the 19 July by the MOOD judging panel.


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