Yorkshire Tea has replaced the Yorkshire landscape on its packaging with a bespoke piece of artwork featuring children's character The Gruffalo.
The limited edition packs aim to attract new audiences into the brand through driving awareness of its latest campaign in support of trees, in partnership with the famous literary character.
Yorkshire Tea has also changed its name on pack to Yorkshire Tree, to further raise awareness of the campaign, which will see one million trees planted over the next five years – half in the UK through and the other half in Kenya – one of the places from which it sources its tea.
Tom Blair, brand manager at Yorkshire Tea, said: “The character and story of the Gruffalo really brings to life the rationale for the tree planting and we think this will really help us engage the next generation in the importance of trees.
"The new pack design will create huge standout on shelf and draw both children and parents alike to Yorkshire Tea, encouraging not only existing tea drinkers to pick up a pack, but also consumers who may never have bought our brand before to add it to their baskets.”
This is year one of the tree planting pledge, which has seen a half a million pound investment in tree planting and a supporting integrated campaign, of which the new pack forms a part.
The Yorkshire Tree campaign forms part of Yorkshire Tea’s mission to become carbon neutral by 2020.