Boston Tea Party
Million Cup Campaign
Since banning single-use cups in 2018, Boston Tea Party Cafes have paved the way—now it’s time for 'Big Coffee' to do the same. We loved crafting the creative and messaging for this campaign, rolling out across Boston Tea Party Cafes nationwide and in OOH placements.
The brief
Boston Tea Party (BTP) set out to drive nationwide action against disposable cups. Our challenge was to create a multi-channel campaign that not only highlighted the milestone of one million single-use cups saved but also positioned BTP as a leader in the fight against single-use coffee cups.
Beyond the campaign, we also needed to redefine BTP’s brand purpose, value proposition, and product offering to ensure the ethical cafe remains future-fit, aligned with its ambition and stands out in a competitive and evolving market.
The challenge
With limited brand awareness across the UK, BTP’s first major campaign needed to cut through the noise—especially during an election year when political engagement was tougher. Legislative action on single-use cups had been slow, and the stalled 20p Latte Levy highlighted the need for stronger advocacy. To drive real change, we had to mobilise Everyday Heroes and Everyday Aspirers—people eager to take climate action—by positioning BTP as a bold and disruptive leader. This required a high-impact, multi-media campaign, both on-site at their cafes and digitally, culminating in a petition to ban single-use cups. As BTP’s mission evolved, so did its brand identity, demanding a refreshed narrative to match its ambition.
The approach
We refined BTP’s value proposition to reinforce its mission: ‘Better by choice’. To amplify this, we launched a bold multi-channel campaign, using posters, stickers, clean graffiti, T-shirts, and email outreach to rally support for a ban on single-use cups. This campaign clarified BTP’s purpose, showcased its impact—one million cups saved—and strengthened its leadership in sustainability.
The outcome
We crafted a bold new value proposition—Better by choice—reinforcing BTP’s commitment to meaningful change. This refreshed positioning emphasises that every decision, big or small, contributes to a better world.
To drive action, we launched the Ban Single-Use Cups campaign, challenging big coffee chains and giving people a vocal platform to demand change. Through strategic messaging across multiple touchpoints, we generated buzz, engaged audiences at key BTP locations, and encouraged widespread support for the petition.