Dilmah Tea is a family business founded on family values. From March to August 2021, they undertook a major brand campaign in Australia, their first since 2013, with the core objective to make people more aware of the brand, and to educate Aussie (tea) drinkers on its unique characteristics. Ultimately, they were looking to attract new and lapsed tea drinkers and increase loyalty to the brand.



Nine Plus connected Dilmah Tea with Australians at scale using a combination of TV, radio and print. It was a multi-layered campaign that talked to the brand’s provenance, an uncompromising promise of quality, the natural ingredients used, and how Dilmah is handcrafted with love.


Tapping into very receptive moments, which also elevated the brand in tea consumption occasions, a combination of TV and Nine Radio helped to drive mass awareness, while more targeted reach was delivered via print to promote the values of the brand.

  • Agency or Direct


  • Client

    Dilmah Tea Australia

  • Dates of Activity

    March-August 2021

  • Media Formats

    Radio, Print & TV

  • Budget


  • Category


Campaign Creative


National Breakfast/ Morning commercials & Billboard’s.


Full page colour ads in The Age and the Sydney Morning Herald.


Across 2GB, 3AW, 4BC.  Breakfast with 10sec sponsorships & 30sec “What’s in your cuppa?” ads, including a bespoke Tea Time segment in Sydney.

Hear what the Client had to Say

The campaign delivered against all metrics, proving that Australians really are lovers of quality tea.


“Nine Plus over the years has strengthened our position, helping make us the tea of choice for Australians.”

Dilhan C. Fernando, CEO Dilmah Tea 

Let’s work together.

Ready for that Nine Plus advantage?

Nine Plus is the specialist division within Nine, here to work with small and medium-sized businesses to help your advertising across Nine’s television, digital, radio and print brands.