RETURN OF TETLEY TEA FOLK by Frank Pr for Tata Tea

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RETURN OF TETLEY TEA FOLK

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Industry Coffee, Tea, Breakfast Drinks
Media Promo & PR, Case study
Agency Frank Pr
Released September 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: TATA GLOBAL BEVERAGES
Product/Service: TEA
Managing Director: Frankie Cory (Frank PR)
Associate Director: Reema Babakhan (Frank PR)
Associate Director: Gemma Hopkin (Frank PR)
Senior Account Manager: Carly Hewitt (Frank PR)
Senior Account Manager: Graeme Anthony (Frank PR)
Account Executive: David Wade (Frank PR)
Junior Account Executive: Ourhai Turkhan (Frank PR)
Junior Account Executive: Hannah Calder-Bundy (Frank PR)
Media placement: Exclusive - Journalist Cameo - The Sun, Sun Online - 20th September 2010
Media placement: Press Release & Bespoke Illustrations - How The Tea Folk MIGHT Look - Daily Express, Daily Record, Daily Mail, Daily Star, - 5th August 2010
Media placement: Press Release & Bespoke Illustrations - Celeb Tea Folks - The Sun - 27th July 2010
Media placement: Press Release - Official Return Of The Tetley Tea Folk - Daily Record, Independent On Sunday, Metro, The Sun, Evening Standard, - 15th September 2010
Media placement: Social Media - Journalist Avatars - Twitter, Facebook - 17th June 2010
Media placement: Product Placement - Tetley T-Shirt - Closer, Love It!, Reveal, Sun Online, FemaleFirst.co.uk - 1st October 2010
Media placement: Press Release & Bespoke Imagery - Kim Cattrall - The Sun, Daily Telegraph, - 12nd October 2010
Media placement: Press Release & Photography - The Real Tetley Tea Folk - Daily Star, Daily Star Online, Daily Express, Express Online - 10th November 2010
Media placement: Press Release - Flat Caps Back In Fashion - Daily Telegraph - 22nd October 2010
Media placement: Press Release - Brand Nostalgia - The Sun, Daily Telegraph - 13th November 2010

Summary of the Campaign
The Tetley Tea Folk are iconic advertising figures created over 30 years ago and used by Tetley Tea to promote their teabags. Following a ten year absence, Tetley brought them out of retirement to front their new campaign.

Our overall goal was simple; to make the return of the Tetley Tea Folk the most anticipated comeback in 2010. To achieve this, a four tiered strategy was developed to create anticipation, build hype, create a big bang and sustain the interest and coverage beyond just the week of their TV return. The four elements included:

SOW – build collateral and start planting the seeds for the comeback amongst media and consumers
TEASE – start the whisper campaign and start turning up the volume day by day
REVEAL – shout about the return and make it the biggest news of the day
EXPLODE – maintain the momentum and build character and personality for the Tea Folk.

The campaign raised spontaneous awareness for Tetley to its highest in 3 years taking a 32% market share and made the Tea Folk famous again with blanket coverage across all national, online and regional media generating a PRV of £1,650,000, OTS 645,269,365 and 16:1 ROI.

The Situation
The Tetley Tea Folk are iconic advertising figures created over 30 years ago and used by Tetley Tea to promote their teabags. Following a ten year absence, Tetley wanted to bring them back to consumer’s screens to front their new advertising campaign.

Tetley recognised that there had already been several 'comebacks' of iconic advertising figures and accepted that they were returning looking the same as they did ten years ago, so the PR campaign had to create media cut through and talkability around the return of the tea folk, beyond the advertising campaign.

The Goal
Our overall goal was simple: to make the return of the Tetley Tea Folk the most anticipated comeback in 2010.

We were given four objectives to try and meet this overall goal. These were:

- To increase talkability and give the return stand out appeal in a crowded market
- To raise awareness of the Tea Folk’s comeback and bring them to life beyond the television advertising
- To help create content to draw people to the Tea Folk’s social network platforms
- React to the news agenda and create proactive opportunities to the Tea Folk beyond the advertising

The Strategy
A four tiered strategy was developed to create anticipation, build hype, create a big bang and sustain the interest and coverage beyond just the week of their TV return.

SOW – build collateral and start planting the seeds for the comeback amongst media and consumers
TEASE – start the whisper campaign and start turning up the volume day by day
REVEAL – shout about the return and make it the biggest news of the day
EXPLODE – maintain the momentum and build character and personality for the Tea Folk

Execution
SOW:
Pulled together assets from archives including historical adverts, memorabilia and arranging for a Sun journalist to appear in the advert.

TEASE:
Mocked images of celebrities as Tea Folk, hinting they may star in the ads. Sparked debate and talkability by releasing images of how the 21st century Tea Folk might look; Gaffer carried a Blackberry, Sydney appeared as a Hip Hop star and Tina transformed into a WAG.

REVEAL:
Return story was sold into news, business and trade. Targeted social media by personalising images of journalists as Tea Folk to be used as their Twitter and Facebook avatars. We also created nostalgic Tetley t-shirts – sold online and 'placed' on celebrities.

EXPLODE:
Celebrated nostalgia with a brand historian, changed the names of workers at the factory to that of the Tea Folk, profiled Tetley’s biggest fan and showed that flat cap sales had soared.

Documented Results
Blanket coverage across all national, online and regional media generating a PRV of £1,650,000, OTS 645,269,365 and 16:1 ROI.

28 national newspaper hits including The Daily Telegraph, Daily Mail, Daily Express, Daily Star, and The Independent.

Key journalists used specially drawn Tea Folk as their twitter avatar and high profile Tweeters including Stuart Broad and Amanda Holden engaged with the Tea Folk direct.

Spontaneous awareness for Tetley rose and reached its highest in 3 years taking a 32% market share.

Helped create content for social networking platforms that were built from scratch and resulted in over 130,000 Facebook fans and 12,000 twitter followers.

Anand Gandesha Marketing Manager, Tetley:
"The agency team worked tirelessly to make this an advertising landmark and their uncompromising creativity generated excitement and column inches for the Tea Folk. They continue to surprise us with how they keep the interest and excitement in Tea Folk going."