Yorkshire Tea is looking to position itself as a “tree friendly” brand that makes “a proper difference” with a campaign that will see it plant one million trees in the UK and Kenya.
It has forged a partnership with children’s book The Gruffalo – the first FMCG brand to do so – to launch the campaign. The book tells the story of a mouse walking through the woods and encountering several animals, a narrative which Kevin Sinfield, marketing manager at Yorkshire Tea, said brings to life the rationale for its pledge.
“We think that this will really help us engage the next generation in the importance of trees and in doing so, demonstrate to their parents that Yorkshire Tea is the proper brew that makes a proper difference,” he said.
“We’re confident that our association with The Gruffalo brand will give us a way to talk to a broad number of consumers in an engaging way to get more people to care about our values and the environment.”
The characters from the story will feature on a themed microsite, produced by Engage Interactive, which will host a raft of content including a downloadable activity book about tree planting and an exclusive Gruffalo game.
The site also includes an interactive map that shows where trees from the initiative are being planted across the UK.
The tea brand, owned by Taylors of Harrogate, has committed £500,000 in year one of the five year initiative, which will also see it work with conservation charity The Woodland Trust.
Activity will be further supported on over two million Yorkshire Tea packs featuring a limited edition design.
It forms part of Yorkshire Tea’s mission to become carbon neutral by 2020.