Tetley has announced a £5m campaign to support its pioneering range of Tetley Super Teas.

Beginning with an outdoor campaign followed by an initial four-week burst of TV exposure in November, the television campaign will be underpinned by heavyweight multimedia activity including cinema; VOD; outdoor and print advertising; PR and social media. At the same time, a targeted sampling campaign will circulate 700,000 samples with a 50p money-off coupon. A further burst of activity is scheduled for the New Year.

In store, the campaign will be reinforced with in-store visibility, targeted shopper sampling and online advertising on key customer sites.

Tetley’s claims its range of Super Teas were the first teas to be launched in the UK with functional health benefits and carry EFSA approved health claims.

“We have had a good level of success with our Supers range so far, so our mission now is to extend the appeal of the products and encourage shoppers to explore what the range of Super teas offers,” said Alex Snowden, senior brand manager for Innovation at Tetley.

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