Clipper Teas takes ‘good’ tea to the next level
Credit: Clipper Teas
Clipper Teas is expanding on its global marketing strategy that reconnects consumers to nature through the power of ethical and organic tea, kickstarting the year with a return to TV screens.
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 launching a new on-pack promotion, giving four lucky tea drinkers the chance to win an eco-friendly family getaway. In addition, there are runner-up prizes of beautifully illustrated wellies and tea flasks – perfect for outdoor adventures. This promotion will be available on all packs in supermarkets from January through to 16 March 2025.
Dedicated to promoting better tea choices and encouraging more producers to adopt Fairtrade practices, Clipper is also bringing back its TV ad campaign from 20 January to 23 February 2025. The ads, featuring a dancing bird and a catchy tune about the benefits of Fairtrade and organic tea, will air on ITV1, Sky, Prime, Fire TV and C4, as well as video-on-demand platforms, aiming to reach 12.4 million ABC1 viewers – surpassing last year’s campaign.
The campaign will extend to influencer partnerships and social media ads, reinforcing Clipper’s commitment to natural products and expanding its 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.
From its home in Dorset, Clipper has grown into a household name in ethical and organic tea. A pioneer in sustainable tea production, the brand was the first to introduce fully biodegradable, plant-based and unbleached tea bags.
Outperforming the tea category, the B-Corp certified brand achieved YoY growth of 13.7% value sales and 8.5% volume sales in 20241.
