In its biggest marketing drive yet outside black tea, Tetley has announced a £5m campaign to support its pioneering range of Tetley Super Teas.
Beginning with an outdoor campaign followed by an initial four week burst of TV exposure in early November, the television campaign will be underpinned by heavy weight multimedia activity including cinema; VOD; outdoor and print advertising; PR and social media. At the same time a targeted sampling campaign will circulate 700,000 samples with a 50p money off coupon. Further activity is scheduled for the New Year.
In store, the campaign will be reinforced with in store visibility, targeted shopper sampling and online advertising on key customer sites.
Tetley’s range of Super Teas were the first teas to be launched in the UK with functional health benefits and carry EFSA approved health claims.
The range uses natural flavours and added vitamins and has delivered sales of £3.3 Million since launch.
Sales of healthy teas have remained strong in the UK with value sales of green teas up 10.5% and fruit and herbal up 2.4% (AC Nielsen MAT year to 13.8.16).
Alex Snowden, senior brand manager for Innovation at Tetley, says: “We have had a good level of success with our Supers range so far, so our mission now is to extend the appeal of the products and encourage shoppers to explore what the range of Super teas offers.”