Tetley has announced that it is investing £10m in its biggest marketing programme for ten years.
The essence of Tetley’s new brand strategy is articulated in the endline “Make Time, Make Tetley” which promotes the importance of spending quality time, face to face, with people who are special to you, over a great quality cuppa.
Despite having the highest household penetration of any tea brand, Tetley is intent on increasing its market share and attracting new younger consumers into the category.
The £10m marketing activity includes a new TV campaign as well as heavy radio, film sponsorship, digital, sampling and social media support that all builds the ‘Make time, Make Tetley’ theme.
The new TV ads that will air in August will see the traditional Tea Folk animation style give way to a new format which has been developed to appeal across all age groups.
In store, the Tea Folk will take a central role in communicating the new strategy as they return on pack for the first time in over a decade. The radical, highly visible new pack design will roll out across the whole Tetley range from mid July and shows the Tea Folk offering cups of tea for the nation to share. In the designs, Gaffer and the other Tea Folk have been given a more contemporary makeover, whilst still retaining their warmth & charm.
In a first for Tetley, the packs also feature a QR code, which if scanned by a smartphone, will provide consumers with bespoke content about the sourcing & blending journey that their tea has gone through.