Premier International Foods has created Tommy Singh to front the £8m ad push behind Typhoo Tea. The new TV ad campaign breaks on April 10 and is part of a £15m support package to relaunch Typhoo. Tommy Singh is a fictional tea plantation manager who is passionate about producing tea for Typhoo. His catchphrase is "Two Thumbs Fresh" ­ referring to one thumb for fresh tea leaves and one for the way they are vacuum packed on the plantation ­ and this will become the brand's new strapline. The Two Thumbs Fresh logo will appear on pack and PoS material as well as in press advertising. The PR programme includes strips on TV listings pages in the national press as well as a major sampling promotion. The campaign will also run on six sheet poster sites, supermarket trolleys and London Underground sites. Andrew Baker, divisional marketing director for Premier International Foods, said this new approach "will naturally make people think differently about tea". The long-term aim is to revitalise the dowdy image of tea-drinking and attract new and younger consumers. Typhoo is also the Official Supplier of Tea to the Millennium Dome where it has its first Typhoo tea shop, t.fresh. {{P&P }}

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