The importance of a quality cuppa is the theme of a new £2.2m burst of TV advertising from Typhoo.

The ads, which hit screens on 9 July, highlight Typhoo's updated look and reinforce the brand's traditional principles of quality, freshness and expertise, from plantation to cup.

Filmed on an Indian tea estate, the ads show how Typhoo ensures that care and expertise is involved at every stage of the tea-making process - from picking the finest leaves to sorting and packing the final product. The ad finishes back in a UK kitchen with the familiar line: 'You only get an 'OO' with Typhoo.'

"The brand was reinvigorated by the return of the 'OO' last year," said channel marketing manager Sue Jones-Smithson. "Now the new look and TV campaign will reaffirm our market position and lead to more consumers enjoying an 'OO' in their cuppa."

The TV ads kick off with a 30-second ad in the first fortnight, followed by a mix of 30- and 10-second executions in August and September.

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