British family company Birchall, now in its fifth generation, is launching a £1 million marketing campaign in September for its flagship product, Great Rift Breakfast Tea, a blend recognised at the Great Taste Awards for 16 consecutive years. The campaign includes a 30-second TV advert on ITV1, digital and social media content, plus retail activity in Waitrose stores and on Ocado.
The centrepiece is a six-part documentary series of roughly two minutes per episode, filmed in Rwanda and Kenya, in which founder Dan Graham introduces the estates and the people behind the tea, alongside representatives of the conservation charity Tusk. A share of Great Rift sales supports Tusk’s African wildlife protection projects.
The stated aim is to persuade Britons to choose tea with the same care they apply to specialty coffee, with a focus on origin and production method. Graham said that for years tea has largely been bought “out of habit”. Since 2011, Birchall has collected 101 Great Taste awards across its entire range.
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Source: Tea & Coffee Trade Journal