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Tetley pours £10m in to campaign celebrating 'Best of Britain'

Tetley Tea is set to roll out a new campaign this week that celebrates the 'Best of Britain' since the company's conception in 1837.

The £10m #ItStartsWithTea push will air on 8 January with a 40-second advert starring the brand's mascots the Tetley Tea Folk. The tongue in cheek ad celebrates Tetley’s role as a 'catalyst' in iconic moments from British history.

Scenes in the ad include Winston Churchill in the War Rooms, British rock and roll bands and great sporting victories in the 1960s. Real Britons including Pearly Kings and Queens, mods and rockers and maypole dancers are shown enjoying the celebrations over a cup of tea.

Cassie Shuttlewood, senior brand manager at Tetley, commented: “Tea is the nation’s favourite drink. It’s such an iconic part of Britishness, right up there with The Royal Family, James Bond and Big Ben. Nothing in the UK starts without a cuppa!

"Tetley has been at the start of so many of our nation’s iconic moments since we first served a quality cuppa to the nation back in 1837, so who better than the Tetley Tea Folk to help us celebrate all things British?”

Created by Creature of London the campaign includes VOD, outdoor ads, print, digital and social media. Media is by Starcom Mediavest Group and PR is by Wild Card.

This is the first execution featuring Tetley’s new brand identity including a logo which takes the form of a smile, to reflect the emotional connection people have with tea.

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