How Saint James Iced Tea Drove Local Awareness with Creators
The Challenge
Saint James Iced Tea entered the competitive beverage market with a mission to highlight its refreshing flavors, organic ingredients, and commitment to minimal environmental impact. As a new player in 2022, the brand needed to quickly establish awareness, drive product trial, and connect with local communities in Los Angeles.
The Approach
Using partnrUP’s creator marketing platform, Saint James Iced Tea partnered with local lifestyle and food creators to showcase the product in authentic, community-based contexts. Each creator highlighted the brand’s flavors and sustainability focus while tying content to recognizable local venues, which created a direct connection between the product and its intended audience.
The Outcome
Tea That Connects
Saint James Iced Tea grew awareness and foot traffic by leveraging creators and local community partnerships through partnrUP.
Uncle Paulie’s Spotlight
Los Angeles Life Hacks introduced Saint James Iced Tea to their audience while showcasing Uncle Paulie’s, a New York-style deli in Los Angeles, blending local culture with product discovery.
Sprouts Partnership
Drooling Bay Area Eats highlighted the fruity flavors of Saint James Iced Tea and promoted its availability at Sprouts, driving retail visibility.
Local Creator Activation
Anaïs shared her experience picking up Saint James Iced Tea at Uncle Paulie’s Deli, underscoring the brand’s grassroots campaign approach.
Campaign Structure
Launched in 2022, Saint James Iced Tea initially focused on introducing consumers to its uplifting, organic beverages and highlighting the brand’s environmental and community commitments. The campaign partnered with 10 Los Angeles-based creators each month, tasking them with one in-feed post and two stories to amplify reach.
A key pillar of the campaign was driving foot traffic to popular L.A. eateries where the tea was available, including Uncle Paulie’s Deli and Sprouts. This hyper-local strategy ensured that brand awareness translated directly into product trial and consumer engagement.
By pairing product storytelling with local culture and retail partners, Saint James Iced Tea effectively rooted itself in the community, laying the foundation for long-term growth.
