The Brief

DELIVER MASS AWARENESS FOR TETLEY THROUGH 1 MILLION ‘THAT’S BETTER, THAT’S TETLEY’ MOMENTs

We inspired the nation to achieve one million 'That's Better, That's Tetley' moments, a moment to connect with family or friends over a Tetley cuppa, inspired by the brand's iconic strapline. These moments of connection were driven by a combination of product sampling, on-pack giveaways, and an extensive press campaign to encourage the public to nominate a community member who richly deserved a ‘That’s Better, That’s Tetley’ Moment, giving them a year’s supply of Tetley.

To fuel media interest, we nabbed the latest Queen of the Jungle and former England Gaffer (in a nod to the nostalgic Tetley Tea Folk and famous Gaffer), Lioness Jill Scott, as brand ambassador. Brokering the  integrated contract for Jill, we even harnessed her distinctive northern accent to re-record the iconic ‘That’s Better, That’s Tetley’ voiceover to be used as the sign-off for a nationwide ATL radio advert campaign.​

The person that Jill loves to sit down and enjoy a cuppa with is her Ganny aka Gran. So, we surprised Ganny with a visit from Jill in the Tetley tea van, creating engaging social content, followed by a wave of national feature-length coverage with the pair of them that delivered in-depth messaging and drove consumers to nominate a local hero to receive their very own 'That's Better, That's Tetley' Moment.​