Mood tea to hit Woolworths shelves in major deal with retailer

Industry social enterprise, Mood tea has agreed to a major partnership with retail giant, Woolworths Group, Mumbrella can reveal. The partnership will be supported by a campaign set to launch with agency partners next month.

Mood tea was launched by UnLtd in 2021, as a funding program to support youth mental health, with more than 100 stakeholders across the media, marketing, tech and creative industries coming together to create what the brand calls the ‘product for purpose’.

In stores as of June, all profits will fund youth mental health projects run by charities including batyr, The Sebastian Foundation and BackTrack.

CEO of UnLtd and Mood tea, Chris Freel said: “What an incredible feat, not only for our industry, but for the lives of so many young Australians who benefit from Mood tea. Since launching just under two years ago, Mood tea has already funded youth mental health projects for 500 young people. This new partnership with Woolworths is a gamechanger – it provides the scale and support to have a positive impact on more lives. We can now reach thousands more young Australians in need of help.”

Category manager at Woolworths, Thinesh Santhiragasan said: “We’re pleased to see the positive impact Mood tea has already made across Australia, as we increasingly see customers want to support brands who give back to the community. For many young people, working at our stores is their first job so ensuring they, and our team of all ages, feel their wellbeing is supported is a top priority for Woolworths.

All for flavours of tea will be available

“We look forward to offering Woolworths customers a product they can enjoy and know it serves a greater good for communities across Australia.”

The tea will be available in its four flavours in stores: Sweet Lullaby, Get On Up, Happy Days and Be Kind, Unwind.

Freel continued: “Looking back at what we’ve achieved in such a short period of time, it’s testament to what happens when our industry pools its resources together for good. So thank you to every single organisation and person who’s contributed to this cause. We hope you feel as proud as we will when you see Mood tea stocked on Woolworths shelves around the country.”

The retail campaign, to launch next month to coincide with the product hitting Woolies’ shelves will come via The Monkeys, part of Accenture Song, and Carat. It will also be supported by M&C Saatchi Sports & Entertainment Group and Clear Hayes Consulting, as well as various other industry contributions.

Dentsu Media and Carat CEO, Sue Squillace said: “Mental health is so important to us at Dentsu and we are excited to play a role in this next stage of growth for Mood tea. The support for Mood tea across the industry has been overwhelmingly positive and we are looking forward to getting all our media partners involved in the upcoming retail launch campaign. Mood tea is a perfect example of the positive impact our industry can have when we all work together.”


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