Tetley’s 2012 UK marketing offensive will kick off in style in January with a heavy weight campaign in support of Tetley green teas.
The £1 million plus campaign includes a new Tea Folk television advert which will run from January 2 until the end of the month, press advertising and sample giveaways.
“January is the most important month for Green tea sales as consumer focus switches from Christmas excess to healthy new year resolutions. Our green tea range has been a major success for us and this campaign is designed to push awareness further and attract new customers to this growing sector,” says Simon Attfield, Customer Marketing Controller for Tetley.
Tetley has had great success in the green category and has the top two best selling skus in the sector, Tetley Pure Green and Tetley Pure Green Lemon. Volume sales of Tetley green teas are up 13% YoY, outperforming growth for the sector as a whole by nearly 3% pts. Tetley’s entry into the market has broadened the appeal of green teas to mainstream consumers and for many they have become a popular tea of choice, particularly in Scotland.
Aware that many convenience stores have yet to explore the potential for green tea sales in their stores Tetley launched its Tetley Pure Green and Tetley Lemon Green teas last summer in small pack sizes of 20 bags. Price marked at £1.00 and packed in small case sizes of 4 x 20 trays, the range gives convenience stores a size appropriate pack to trial green tea sales with their customers.
Source: AcNielsen MAT to 29th October 2011
