The key word in ‘Brand Partnership’ is not ‘brand’. Rather, it’s ‘partnership’.
Few know this better than Sarah Norris, Head of Good Food at Nine. In this new Headliners series we’re producing with Nine, we’ll be unearthing the gems and peeling back the layers on what makes a winning brand partnership in our thoroughly modern age of publishing.
This month, we’re looking at Good Food and the Sydney Morning Herald’s partnership with T2 Tea. Working closely with Norris, as well as Nine’s Head of Life – Culture, Lifestyle and Travel, Julia Naughton, and Ashleigh Thomas, Nine’s Commercial Director of Publishing Sales, Norris and the Good Food team delivered exceptional business and brand results for T2 Tea with slick, well-produced content.
T2 Tea, for its part, allowed Good Food to elevate its 2025 ‘Essential Sydney and Melbourne Cafes and Bakeries Guide’ for readers, with new offerings and an expanded scope. T2 Tea and Nine’s symbiotic relationship allowed editorial to reach new heights and the brand to reach new customers.
“They have a quality product and they want to be in an environment to talk to consumers, cafes and restaurants,” said Norris during our chat.
“The Good Food Cafes Guide had been retired for a couple of years but it was something we were looking at reinstating because we could see a lot more of our readers responding well to [the content]… T2 Tea jumped on the opportunity. We modernised it and extended it, with print, digital and a big social campaign.”
To learn more about the partnership, why it worked and the business and brand results which left T2 Tea “glowing,” watch the full video above.
Read next: Brewing Up A Revolution With T2 Tea
