PG tips is launching a new heavy-weight marketing campaign in January 2013.
Seeking to capitalise on one of the nation?s favourite tea drinking occasions, the campaign will focus on the ?Catch Up Cuppa? and aims to inspire consumers to think about catching up with friends and family over a cup of PG tips.
As part of the investment, the campaign has kicked off with a sponsorship package of ITV?s TV show Loose Women and will continue to be supported throughout 2013.
The fully integrated sponsorship package includes broadcast, online, mobile and licensing elements and will provide a new and engaging way for PG tips to drive the ?Catch Up Cuppa? message.
PG tips is launching a new heavy-weight marketing campaign
Kate Mitchell, PG tips brand manager at Unilever UK said:
?As the biggest British tea brand , we?re well placed to champion such an iconic tea drinking occasion.
?Tea has the wonderful ability to help bring people together so we?re tapping into this by launching our Catch Up Cuppa campaign and encouraging consumers to share this moment with PG tips.
?We anticipate that PG tips Catch Up Cuppa campaign will drive additional loyalty from existing tea drinkers and increase consumption and frequency of purchase.
?As such, the campaign is focused on delivering long term category growth and can be considered an example of PG tips continued leadership of the category.
?We?re excited to be partnering with such a well-loved British show like Loose Women.
?The partnership is a great way to communicate with our loyal customers and drive growth into the ?614 million Tea category through encouraging consumers to relax with a nice cup of PG tips and some light-hearted TV entertainment.?
Source: http://www.fdin.org.uk/2013/01/pg-tips-announces-6m-marketing-campaign/
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