Tetley, Britain’s iconic tea brand from the home of Tata Consumer Products has launched its most ambitious advertising campaign for a decade, returning to screens with a £5.5 million campaign ‘Britain’s Tea’.
Created by independent creative agency Pablo, the TV-led campaign is packed with emotion and humour. In four diverse and relatable stories, the unspoken care behind each cup of Tetley shared is told through the lives of everyday tea drinkers.
“Essentially, we’re taking Tetley back to where it’s strongest and bringing back the indefinable emotion and care that comes with making and sharing a cup of Tetley,” says Mat Bird, Marketing Director for Tata Consumer Products.
The campaign is built from the insight that there’s a deeper emotional meaning behind tea, with Brits implicitly saying things with tea that they might feel uncomfortable saying aloud.
From the tea brand in most kitchen cupboards in Britain stems a simple truth: Tetley is present in more people’s homes, more people’s conversations, and more people’s lives than any other brand of tea, making it a ubiquitous mechanism for showing care. “Tetley is Britain’s tea,” concludes Bird, “It feels good to be taking Tetley to its natural place of strength, with a good cup of tea in your hands it doesn’t take a lot to make a difference to someone’s day and we’ll be supporting this theme with our customers to make more from tea saes.” concludes Bird
For close to 200 years Tetley has been the tea of Britain and a household favourite, the brand has diversified its range and upped the quality of its tea alongside its environmental credentials to broaden its consumer base and grow sales. Tetley has grown value share significantly in the last three years and with the new investment behind it has sights on increasing volume share in the coming year.
The campaign represents another major landmark for the Tetley brand, reflecting the brand’s appetite for a bold and unique way to reach tea drinkers in 2025 and generate a new wave of love for a brand that has enjoyed strong familiarity with UK audiences for generations.
