Three Brisbane schoolgirls are set to star in a ‘Spill the Tea’ social media campaign for a Queensland tea company after impressing its bosses with their real-world marketing ideas at a school competition run by QUT.
QUT Business School held its 10th annual BlueShift business case competition in Semester 1, with a record number of more than 120 high school students taking part.
BlueShift challenges the school teams to analyse a real business and its operating environment, and then present recommendations.
This year’s client was Origin Tea, which is headquartered in Brisbane and was co-founded by QUT business graduate Chris Seaton.
He’s now asked the winning team – Charlotte Cragog, Grace Bell and Simrat Gill (pictured above, left to right) – to become brand ambassadors for the company and help with its mission to build a tea culture for Millennials and Gen Z.
They will feature in a Spill the Tea campaign, which will launch in late July on origintea.com, TikTok, Instagram and Facebook.
Mr Seaton came up with his tea business idea as part of a marketing subject during his QUT studies and founded the company with his brother Lawrence.
Twelve years later, the siblings have grown the brand to be sold internationally and in Woolworths.
Mr Seaton is focused on attracting the next generation of tea drinkers and sought Gen Z advice via QUT and the BlueShift competition.
Charlotte, Grace and Simrat are Year 11 students from St John Fisher College at Bracken Ridge and won the competition with ideas including a Spill the Tea social media campaign and new products such as highly caffeinated bottled tea.
The trio all drink tea at home with their families, and said fruit flavoured teas and iced teas were the most popular tea types among their friends.
“In my circle of family and friends, I only know a handful of people who actively drink tea on a daily basis, and they tend to lean towards iced tea if they are from a younger generation,” Charlotte said.
“With so many new and innovative flavours arising in traditional teas, as well as iced tea ranges, I am hopeful that Gen Z will grow to incorporate tea into their daily lifestyle.”
Mr Seaton said the BlueShift challenge focused on building a tea culture for Millennials and Generation Z.
“We were inspired by the innovative ideas presented by the participants,” he said.
“I was 21 when I decided to turn my uni assignment into the real deal and it went on to become the fastest growing consumer tea business in Australia, so I know the success that can be sparked by a school project.
“Our mission at Origin Tea has always been about making tea drinking cool – and Simrat, Charlotte and Grace nailed the brief with their fresh, fun ideas.”
Mr Seaton said the Spill the Tea campaign would involve Charlotte, Grace and Simrat in a series of videos produced at the company’s head office and warehouse, and a shoot at a local cafe.
“Our marketing team has been working hard behind the scenes, collaborating with the girls on the shoot preparation, including mood boards and content planning,” he said.
Grace and Simrat at both interested in studying business and law at QUT after high school, and Charlotte is also keen on a business degree, with possible majors in entrepreneurship, international business or marketing.
“The opportunity to work with Origin Tea was an enriching experience because I got to work with a real-world business and gain valuable insight into the field,” Grace said.
“It has solidified my love for business and my future goals and aspirations for my career.”
Simrat said being a brand ambassador was a fun and educational experience.
“I got to learn about the business industry firsthand, gain real-world marketing insights and learn how to effectively promote products,” she said.
“What I enjoyed about the Blueshift competition was the opportunity to strengthen my research and presentation skills and challenge myself to do something outside my comfort zone. What sets Blueshift apart is the opportunity to work on an actual business case that can be implemented. It can be the start of your career.”
Charlotte also said the competition and resulting campaign had been an invaluable experience.
“Becoming a brand ambassador for Origin Tea was an opportunity I never thought I would receive when I participated in Blueshift. I have gained fundamental learning experiences in the marketing field by working with Origin Tea that is sure to form a pathway for my future.”
Mr Seaton said Charlotte, Grace and Simrat would be paid for their involvement in the campaign – and also receive plenty of tea products for themselves and their families.
QUT Business School hosts the BlueShift business case competition every year. Visit the BlueShift information page for more details on how schools can take part.
School students interested in studying business at university can find out more about QUT courses at the QUT Open Day on July 28 at Gardens Point and Kelvin Grove campuses.
QUT Media contacts:
- Mechelle McMahon, media@qut.edu.au
- After hours, 0407 585 901 or media@qut.edu.au
