Clipper Teas has launched a new integrated marketing campaign which focuses on how its Fairtrade and organic tea supports biodiversity.
Representing an investment of over £1m, the 360 integrated campaign will run across TV, video-on-demand, out-of-home and social with a combined estimated reach of over 25 million.
Anchored on the strapline, There’s Tea, Then There’s GOOD Tea, the campaign will acknowledge that it takes more than just taste to make good tea – “It also takes ethical and sustainable sourcing, natural ingredients and a fierce commitment to protect biodiversity to make a truly good cuppa”.
After making its TV debut in 2022, Clipper has returned to screens with its new TV ad that features a dancing bird and song about the merits of choosing Fairtrade and organic tea. Clipper also hopes to unlock incremental reach with a younger audience through video-on-demand services (4oD, ITVX and Sky).
Visuals of the dancing bird will also appear in out-of-home locations near Waitrose and Tesco stores across multiple UK regions, targeting shoppers as they go into store.
Taking the campaign into store, Clipper is also rolling out a limited edition on-pack promotion, which runs throughout January and February. Featuring biodiversity-themed illustrations, the packs offer a host of prizes, including eco-friendly family retreats and nature-exploring accessories such as wellies and tea flasks.
The campaign will also stretch into influencer activity and social media ads.
“Over the years, it’s been a challenge to define a marketing strategy that encompasses all the good that Clipper stands for as a brand and brings to the tea category,” said Adele Ward, Clipper Teas Marketing Director at Ecotone UK.
“With our new campaign, we’ve developed a striking and memorable advertisement that heroes the goodness of Clipper, while campaigning for the protection of biodiversity. We want to persuade more consumers to question their tea choices as not all tea is fair, or natural, and reconnect them to nature. Once people re-engage with nature, the more they see the benefits and want to do more to protect it”.
