Seven Star Digital

The Tea and Biscuit Experiment: Creating a Viral Campaign for Seven Star Digital

Seven Star Digital create products that help consumers cut through the huge volumes of iGaming operators.

The Tea and Biscuit Experiment: Creating a Viral Campaign for Seven Star Digital
  • 109

    pieces of coverage

  • 99


  • 62

    average DR

  • The Brief

    Seven Star Digital wanted to use Digital PR to increase authority for their TopRatedCasinos brand by generating high-quality coverage and links. They also had the secondary aim of boosting the brand’s overall online visibility.

  • The Plan

    Over 6 months we set out to create four Digital PR campaigns supported by an always-on reactive approach. To appeal to TopRatedCasino’s target audience, we focused our content ideas on Sports and Lifestyle, with campaigns including “The Best Cities for Dating” and “The Most Popular F1 Drivers”.

    We also created “The Tea and Biscuit” experiment, which was a huge success, achieving variability and even a slot on TV’s Good Morning Britain.

  • Spotlight Campaign

    Tapping into the quintessentially British pastime of tea and biscuits, we asked the UK what their favourite biscuits were for dunking. We then put those to the test by determining the ‘dunkability’ of each biscuit, to then crown the ultimate winner.

    To determine which of the nation’s most loved biscuits was the most dunkable, we took matters into our own hands. We gathered 17 of the most popular biscuit types, which were then dunked into water at the average temperature of a cup of tea (70-75 degrees Celsius). We timed how long each biscuit took to break apart while counting how many dunks it took before this happened.

    The headline that sparked debate was that the jaffa cake was crowned the winner – also tapping into the well-known debate on whether it’s a cake or a biscuit! 

    The top five most dunkable biscuits were: 

    1. Jaffa Cake – 116 dunks
    2. Chocolate Leibniz – 80 dunks
    3. Bourbon – 78 dunks 
    4. Caramel Digestive – 53 dunks 
    5. Walkers Shortbread – 40 dunks 

    The campaign exceeded all KPI expectations and was shared across multiple platforms including online and offline publications, social media and television.

  • The Results

    109 pieces of coverage
    99 links
    62 average DR 

    The campaign was Tweeted about by:
    Yorkshire Tea
    Typhoo Tea 

    It also made it onto Jaffa Cake’s TikTok and had segments on BBC Breakfast and Good Morning Britain.

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