Last month, Hatchlings were tasked with launching Russell Hobbs’ new anniversary K65 kettle, a model ‘steeped’ in historic significance.
The K65 celebrates 65 years since Russell Hobbs launched the world’s first automatic shut-off kettle. To honour the original K-Series and give a nod to the 1950s, the reimagined design retains much of the same quintessential, retro features.
The team organised and hosted a Vintage Tea Party, inviting key journalists and influencers to experience a traditionally British tea party; immersing attendees in the product and its rich (tea, sorry!) heritage. We thought there was no better way to raise awareness of the K65, but to put the kettle into the hands of interior bloggers and style leaders alike – the perfect match(a).
The plush and retro-inspired Bloomsbury Hotel, a self-proclaimed “most instagrammed” venue, played host. The Seamus Heaney Library, tucked within, offered an intimate and atmospheric space, the perfect backdrop for a highbrow high-tea tea.
Influencers were treated to a delicious spread of sweet and savoury creations including, delicate finger sandwiches, indulgent scones and artistic pastries. Following the delicious treats, guests received a cake-decorating workshop, where they each designed their own 50s-inspired cupcakes to take home with them.
The afternoon concluded with a tea-sommelier demonstration, plunging into the history of the nation’s most-loved hot beverage and the emergence of “Afternoon Tea”. She shared her expert knowledge and brewing techniques along with tea tastings of various blends.
On the day, 26 renowned lifestyle and home interiors influencers attended the event, sharing their content across social channels, engaging with the #RHVintageTeaParty live from the venue and the days succeeding, building an impressive head of steam to launch the K65.
The event created a buzz around the new product, with 50+ Instagram stories tagging the brand and showcasing the new kettle in all its nostalgic glory. The posts reached a combined social media audience of over 1.1 million people.
The team also secured coverage in the likes of Shortlist and reviews pending in key lifestyle and interiors titles such as Good Housekeeping and Ideal Home – and that’s the tea.