Kickstarting a century-old tea brand’s digital strategy with scalable paid media and Shopify
Proudly family-run and rooted in Newcastle since 1907, Ringtons is a heritage tea company known for delivering quality tea and gifts directly to customers’ doors.
They partnered with Leaf at the very beginning of their digital transformation journey. What began with tactical performance marketing quickly evolved into a strategic partnership, including a full replatforming from VisualSoft to Shopify and ongoing support across performance, UX, and site optimisation.
“We’ve developed a strong relationship with the team at Leaf. Their skills and experience have been integral to our digital transformation project, from leading the creation of our website to enhancing performance and data management across all our digital channels.”
Brigitte Keatings, Director
Ringtons initially came to us to lay the foundations for sustainable, tracking-led performance marketing. We started by implementing advanced tracking and monitoring with Leaf Signal to ensure accurate data is being fed into ad platforms.
With this in place, we launched new Meta and Google campaigns built around structured testing and audience segmentation, supporting a strategy focused on long-term subscriber growth.
We developed a broad range of brand-tailored, multi-format ad creatives for Ringtons, which we tested across Meta platforms.
This included specific creatives for their doorstep delivery service that communicate its unique value and build awareness in key delivery areas. Our flexible testing-and-learning approach helped us to identify and scale the highest-performing combinations of imagery and messaging.
The basis of our performance strategy was strengthening Ringtons’ data infrastructure to drive smarter, more effective marketing.
We implemented Leaf Signal to track customer behaviour across their site, and built custom tracking specifically for Ringtons’ famous doorstep delivery service.
To support confident decision-making, we also introduced our real-time performance intelligence tool, Leaf Answers, to give the Ringtons team a clear view of ad performance, revenue, and customer insights in one place.
When their VisualSoft website became outdated and increasingly limiting, Ringtons chose Shopify as the foundation for their digital transformation.
We led the full migration, carrying over 13 years of customer data and building bespoke integrations to support their CRM and doorstep delivery service.
Informed by real-user testing through our partner UserLab, we restructured the site’s information architecture to streamline the customer journey, introduced SEO-friendly URLs to support discoverability, and modernised the visual identity without losing the brand’s traditional character.
The site continues to evolve through our ongoing CRO, SEO and feature development.
