A paid ads campaign designed to increase online tea purchases.
Client —
Teapigs
Industry —
Food & drink
Teapigs wanted to sell more tea online. The challenge was that the low cost of individual tea packs made it hard to achieve a profitable return on ad spend. We needed to encourage customers to spend more per order while staying true to the Teapigs brand.
The strategy
We tested a phased approach to increasing order value. First, we highlighted product benefits such as “caffeine free” to appeal to specific customer needs. Next, we promoted larger pack sizes to increase spend in a single purchase. Finally, we moved toward bundle offers, framing them as the smarter, better-value way to buy tea online. Around Christmas, we added a light layer of gifting and box personalisation messaging to capture seasonal demand, but bundles remained the main driver.
My role
I worked as a digital designer focused on paid advertising. I contributed to campaign strategy and creative ideas, then designed the ad creatives that delivered these concepts across Meta and Google Display.
The approach
I designed paid ads that matched each stage of the strategy. For benefits, I created clean product-led visuals with bold typography that called out “caffeine free” and other differentiators. For larger packs, I used price callouts and simple comparison layouts to emphasise value. For bundles, I leaned on review highlights, bold savings messaging, and lifestyle imagery that showed variety and abundance.
Festive variations incorporated gifting props and playful copy around personalisation, but always tied back to value. All ads were designed in a modular system, so they could be adapted across sizes and placements without losing clarity.
The result
The campaign increased online tea purchases and improved profitability by raising average order value. Benefit-led and pack-size messaging performed well, but bundle-focused ads proved to be the strongest driver of results, delivering a more sustainable return on ad spend. The campaign helped shift customer behaviour away from single-product purchases and established bundles as the most effective lever for growth.