Adland backs MOOD tea’s Woolworths launch with a $10m media campaign

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Adland backs MOOD tea’s Woolworths launch with a $10m media campaign

Carat has secured over $10m of pro-bono media inventory to support a new campaign for MOOD tea, the industry’s social enterprise, as it launches in Woolworths stores across Australia this week.


MOOD tea is the media, marketing, and creative industry’s first ‘product for purpose’ with all profits going to fund youth mental health projects. MOOD tea has been designed and supported by over 100 companies across the industry.

The new campaign, launching in August, has been created by The Monkeys, part of Accenture Song and focuses on raising brand awareness and encouraging trial by bringing to life the unique flavours of MOOD tea.

The campaign will run across TV, cinema, digital, radio, print, outdoor, retail media and social channels. MOOD’s media agency partner Carat has secured over $10m worth of prime-time inventory to support the campaign thanks to the generosity of over 30 media owners.

Says Sue Squillace, CEO of Dentsu Media ANZ: “The support for this campaign across the media owners has been phenomenal. Youth mental health is a cause that so many of us are passionate about and it’s great to have such a practical way to use our networks and channels for good. Thank you to every media owner who has donated inventory for this important cause.”

Adland backs MOOD tea’s Woolworths launch with a $10m media campaign

The campaign is supported by: ACM, Are Media, ARN Radio, ATN, Broadsheet, Cartology, Clear Hayes, Foxtel, GOA, JCDecaux, Jessica Hanson Stylist, Living Image Media, M&C Saatchi Media Sports & Entertainment, Meta, Mamamia, Motio, Network Nine + WIN, Network Seven + Prime, Network Ten/Paramount, News, Nova, oOh! Media, Patrick Moran Photography, Pedestrian, QMS, SBS, SCA Radio, Scentre Group, Shopper Media, The Guardian, Tonic Media Network, TorchMedia, Val Morgan and Yahoo.

MOOD tea, in partnership with Cartology, one of Australia’s leading retail media businesses, powered by the Woolworths Group, has also announced a competition for the industry that encourages adlanders to pop into their local Woolworths to buy and take a selfie with MOOD tea and share it on Facebook, Instagram or LinkedIn with #SipSelflessly. Three of the most creative entries will win a $1,000 Woolworths Supermarkets eGift card and a year’s supply of MOOD tea each.

Says Chris Freel, CEO of UnLtd and MOOD tea: “It’s such an exciting week for our industry as the product that so many have been part of creating and promoting, is finally hitting the shelves of 865 Woolworths stores across the country. We are extremely grateful to every individual and company who has supported MOOD and we should all feel incredibly proud of what we have achieved together.

“Next time you’re at your local Woolworths, make sure you buy some MOOD, grab a selfie, and help us spread the word so that we can help to save more lives, one cup of tea at a time.”

More details and terms and conditions for the competition running from 27 June to 14 July can be found at: