Tetley is spending £ 2.5million on a new advertising campaign after its supermarket sales plummeted by almost £ 5million last year.
He created a new campaign called “For the Love of Tea,” including a national television advertisement, social event and packaging promotion, “giving more than a million consumers the chance to share their love of tea. tea, ”he said.
Buyers who purchase a pack of Tetley Original will be able to send a free cup of tea to a loved one, along with a personalized message.
The campaign, which “celebrates the love we have for tea and all the different ways we enjoy it,” will involve other online and social media activities in 2022.
However, this follows a difficult year for the brand, whose value fell by £ 4.8million in the 52 weeks leading up to June 19, 2021 – a drop of 5.2% [NielsenIQ].
However, Tetley Category Development Director Kieran Bridges pointed out that the brand has “an increased presence in channels that we don’t think this Nielsen cut measures.”
“If we compare current sales to pre-pandemic volumes, Tetley’s sales value is down 0.6%. The photo shows we are looking at a strong sales period when people bought more Tetley to help them get through the tough days at home, ”he said.
The new positioning and the new campaign were created in partnership with the branding and creative communications agency Neverland.
Tetley’s chief marketing officer, Tuuli Turunen, said the push “speaks to all of our consumers in a connected and joyful way. This is the start of exciting things for Tetley.
Neverland co-founder Jon Forsyth said: “This campaign puts Tetley in its rightful place, taking back Britain’s most beloved tea throne.”
Earlier this month, competitor Twinings also launched a new advertising campaign after a year of declining sales – its value fell by £ 4.2million last year.
He launched a campaign called “Alive in Every Drop”, which included a trio of TV commercials, aimed at highlighting the role tea can play in well-being. [NielsenIQ].