This week sees the launch of Tetley’s new £10m campaign ‘It Starts With Tea’ that celebrates the best of Britain since 1837, the year that Joseph and Edward Tetley first founded their business in Yorkshire. Kicking off with a 40 second TV Ad starring the Tetley tea folk in a tongue in cheek celebration of Tetley’s role as a catalyst in iconic moments from British history that make you smile.
Since their inception in 1973, the Tetley Tea Folk have starred in 70 TV ads and have provided some of the most memorable advertising on Britain’s TV screens. The new ad sees national treasures Gaffer, Sydney and Tina stroll back in time to celebrate the best things about Britain – all of which probably started with a cuppa!”
Tetley recently commissioned a survey by NatCen Social Research with a poll of 2,000 people to reveal our most common British traits. Unsurprisingly we are known for making a cup of tea in response to a crisis and finding queue-jumping the ultimate crime!
And, when asked what the country’s national emblem should be, most Brits say a cup of tea (32% of those asked), closely followed by Big Ben (31%), with the Queen’s face coming third (21%).
Isabelle Haynes, OOH Senior Brand Manager at Tetley, comments: “Tea is the nation’s favourite drink and an iconic symbol of British heritage. Growing at a rate of +1% YOY out of home, purchase of tea is rising rapidly and an additional 40 million cups were drunk out of home in the last year. Nothing in the UK starts without a cuppa, no matter where you are, so who better than the Tetley Tea Folk to help us celebrate all things British?
The new advert also includes Tetley’s new-look brand identity, #ItStartsWithTea. The new logo takes the form of a smile, emphasising the emotional connection we have with tea and creating everyday magical moments of warmth that make you smile.
The ad is part of a £10m campaign that includes outdoor, print, digital and social media.