Typhoo Tea is bringing back its iconic Gnu mascot, this time named Drew, in a new campaign launching this November. The relaunch marks a major milestone for the heritage British tea brand as it targets tea lovers nationwide.
Campaign Launch and Media Strategy
The campaign will launch with a regionally targeted, high-attention AV strategy spanning peak linear TV and video-on-demand in partnership with ITV, alongside targeted video on YouTube. Media agency Reign has been appointed by Supreme Imports to handle media strategy, planning, and buying for the relaunch.
The November launch places Typhoo in ad breaks during ITV's highest-rating broadcast environments, including daytime staples such as This Morning, regional soap anchors Coronation Street and Emmerdale, peak winter tentpoles including I'm A Celebrity… Get Me Out Of Here!, and flagship new British dramas such as The Blame starring Michelle Keegan.
Brand Roadmap and Reactions
This serves as the first phase in a multi-stage roadmap for the brand, with further campaign extensions and activations planned into next year.
Danielle Hewitt, co-founder of Reign, commented: "Tea is an absolute staple of British culture, and the opportunity to help bring back such a heritage brand like Typhoo is hugely exciting for us at Reign."
"We've designed a video first strategy to connect to viewers emotionally, delivering maximum cultural impact and reach just as the weather turns and tea season hits its peak. This is only the beginning of a fantastic partnership with Supreme Imports, and we can't wait for audiences to see what's in store."
Sandy Chadha, chief executive of Supreme Imports, added: "Typhoo is a much-loved British heritage brand, and the return of the Gnu gives us a fantastic opportunity to reconnect with consumers."
"At Supreme, we're focused on reinvigorating the Typhoo brand by combining this iconic character with a fresh, contemporary approach that will resonate with tea drinkers across the UK. Reign have developed a compelling media strategy which marks an exciting new chapter for Typhoo, and we're looking forward to building on this momentum with further activity in the year ahead."
Jason Spencer, ITV business development director, said: "Tea and TV go together so well. That's why we are thrilled to welcome back Typhoo to ITV."
