Yorkshire Tea has replaced its Yorkshire landscape with artwork featuring The Gruffalo’s Child on three million packs as part of its ongoing partnership with The Woodland Trust.
Illustrated by Axel Scheffler, the artist behind The Gruffalo picture books, the specially designed packs will be available for eight to 10 weeks from January 2017.
The Gruffalo’s Child packs are part of the Yorkshire Tree campaign. Through a partnership with The Woodland Trust, it is working towards planting 500,000 trees in the UK and 500,000 in Kenya over five years.
Julia Donaldson, author of The Gruffalo, has created a bespoke rhyming couplet for the back of the packs to provide shoppers with some insight into the campaign and The Gruffalo’s involvement with it.
“Our first Yorkshire Tree pack design was hugely successful and we hope that The Gruffalo’s Child packs will repeat this success,” said Laura Burton, brand manager for Yorkshire Tea.
“By partnering with The Gruffalo we have found a way to communicate our investment in trees to parents and children and also create strong standout on shelf, which will drive brand consideration and purchase.”
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