Building on the success of last year’s advertising campaign featuring Ashley Walters, PG Tips is launching a new campaign called “Start Your Day the PG Way” in early 2025, investing in the UK’s morning tea occasion, which represents a £253 million opportunity for the tea category.
This strategic move supports PG Tips’ growing market penetration, which increased to 7.2% in the final quarter of 2024, according to Kantar Worldpanel, and has been growing steadily since June 2024.
It comes as new research from PG Tips reveals that 53 million cups of tea are consumed before 9am every day and over half (59 per cent) of the nation can’t start the day properly until they’ve had their morning brew[3]. The spend on breakfast is worth £26.4bn, and 44% of black tea consumption occurs in the morning, making it worth £253m to the category. PG Tips is celebrating this with a multi-channel promotional campaign including a multi-channel and on-pack promotion called ‘PG Lucky Dips.’ The promotion includes exciting prizes, including: 101 people winning £1,000 each, 500 people receiving a year’s supply of tea, and 10,000 complimentary tea packs and discount vouchers*.
The campaign spans TV, Video on Demand (VOD), social media including weekly giveaways, digital display, and an on-pack promotion, aiming to engage tea drinkers and highlight the morning tea occasion. The competition is live with promotional boxes in store from February 1st (subject to availability).
Consumer research found that 64 per cent credit tea with making them more productive and 78 per cent say it provides them a little lift and morning boost, setting them up for the day, which can be attributed to the caffeine black tea contains, responsible for increasing dopamine and improving mood and -theanine amino acids which can help enhance alertness, creativity, and memory while reducing stress. On average Brits carve out nearly nine precious minutes each morning to savour the rich, comforting flavours of their morning cuppa.[4]
Lipton Teas & Infusions, UK and Ireland, chief marketing officer, Eleanor Barker said: “We’re thrilled to kick off 2025 by investing in Britain’s mornings with our ‘Start Your Day the PG Way’ 360 campaign! Our research shows just how vital that first cup of PG Tips is to start the day right, and we’re excited to celebrate this moment with shoppers across the UK.”
