When Saint John-based Millennia Tea brought its frozen tea products to market in the depths of the pandemic, CEO Tracy Bell had a problem: how to entice potential buyers in a world where the usual promotional methods were unworkable.
Food companies launching new products usually lean on free samples and in-store promotional displays to draw the interest of would-be customers. But the advent of lockdowns and social distancing meant shoppers were looking to minimize the time they spent in stores and were difficult to reach via the old playbook.
So Bell oversaw a sweeping digital marketing