PG Tips has announced a fresh £2m campaign targeting the breakfast consumption occasion, as it looks to get its stuttering relaunch back on track.
The Lipton Teas & Infusions (LT&I)-owned brand is to roll out ‘Start Your Day the PG Way’ from this month. The £2m push would reach 16 million shoppers in the first quarter of the year, PG Tips said.
Breakfast would be the focus of the new push, PG Tips said, citing its own calculation that the consumption occasion was worth £253m to the black tea category.
The campaign spans TV, video on demand, social media, digital display, and an on-pack promotion giving shoppers the chance to win £1,000 as well as other prizes including a year’s supply of tea.
“We’re thrilled to kick off 2025 by investing in Britain’s mornings with our ‘Start Your Day the PG Way’ 360 campaign,” said LT&I chief marketing officer Eleanor Barker. “Our research shows just how vital that first cup of PG Tips is to start the day right, and we’re excited to celebrate this moment with shoppers across the UK.”
The push comes with the new PG Tips having failed to win over shoppers.
Despite updated packaging, the addition of a quick-brewing teabag and a glitzy TV push featuring actor Ashley Walters, PG Tips lost £15.1m on volumes that crashed 37.8% last year [NIQ 52 we 7 September 2024].
In November, the brand added four new blends to its black tea lineup. Earl Grey, Chai, Gold, and English Breakfast (rsp: £3.40/70 bags) had been “crafted to encourage regular black tea drinkers to explore new flavours”, it said at the time.
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