Clipper Teas, the B-Corp certified, pioneering tea brand has announced an expansion on its global marketing strategy to reconnect consumers to nature through the power of ethical and organic tea.
With an investment of £1.5M, the ethical tea mainstay is extending its UK campaign since its first launch in 2024. Through TV, video-on-demand, targeted OOH and experiential PR, alongside an enticing on-pack promotion, the 360 campaign aims to reach new heights.
With the catchy strapline ‘There’s Tea, Then There’s GOOD Tea’, the campaign outlines what it takes to make a truly good brew. And that lies in ethical sourcing, natural ingredients, and a fierce commitment to protecting biodiversity.
Clipper is introducing a new on-pack promotion offering four lucky tea drinkers the chance to win an eco-friendly family escape. On its quest to bring more people closer to nature, it’s also offering runner-up prizes of beautifully-illustrated wellies and tea flasks – perfect for outdoor adventures. The promotion will run across all packs in supermarkets from January through to 16 March 2025.
Clipper is passionate about educating consumers on enjoying better tea as well as calling on more producers to embrace Fairtrade. The brand is returning to screens with its disruptive TV ad campaign from 20 January to 23 February 2025. Featuring a dancing bird and a catchy song about the merits of choosing Fairtrade and organic tea, the adverts will appear on ITV1, Sky, Prime, Fire TV, and C4 and video-on-demand services targeting ABC1 consumers with an anticipated reach of 12.4m – surpassing last year’s campaign.
The campaign will also stretch into influencer activity and social media ads, reaffirming Clipper’s natural positioning and driving further reach online.
Hannah Southwick, Clipper Teas Senior Brand Manager at Ecotone UK, comments: “We want to show consumers that they don’t have to give up anything to enjoy an ethical tea, especially great taste. Rather than telling or forcing, our campaign is about evoking joy and inspiration. We want to persuade more consumers to question their tea choices as not all tea is always fair, or natural, and reconnect them to nature. Because once people re-engage with nature, the more they see the benefits and want to do more to protect it.”
Creative agency, ISOBEL, developed the brand’s marketing narrative, recruiting Lostboy.tv to produce the music. Clipper also worked with new media-buying agency, Initiative.
The strategy will be rolled out again in Clipper’s export markets including Italy, Spain, France, the Netherlands, USA and Japan with activations ranging from tram advertising to rooftop tea parties.
