Tetley has kicked off a £3m push in a bid to “revitalise the tea category and strengthen its position in tea”.
Called ‘Now We’re Talking’, the campaign centres on a TV advert starring two family pets – “a cat with attitude and a lovable dog”. Left alone in the house, they enjoy each other’s company over a cup of Tetley.
Also running on VOD, the ad will be supported by social media and digital activity focused on “conversation starters” such as ‘Milk first? Or milk last?’, ‘Brew? Or cuppa?’ and ‘Strong? Or milky?’
‘Now We’re Talking’ will be seen in store across major supermarkets and wholesalers on shelf wobblers, aisle fins and branded display units. It will also appear on trolley bays and at six-sheet poster sites outside key retail locations.
The aim of the push was “to re-establish Tetley tea as a category leader by transforming our already much-loved brand and making it more modern and for everyone”, said Cassie Shuttlewood, UK&I marketing manager at brand owner Tata Global Beverages.
“With more followers on social media than any other tea brand we already have the attention of younger audiences, but still have a job to do to drive brand love beyond everyday black tea.”
It comes with grocery sales of tea down 0.8% to £664.3m [Kantar 52 w/e 19 May 2019]. However, Tetley is up 0.4% to £89.8m [Nielsen 52 w/e 13 July 2019].
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