Typhoo prepares to offer Fairtrade teas

LONDON - Typhoo is aiming to steal a march on its rivals by putting Fairtrade certification at the heart of its marketing strategy.

Typhoo: set to put marketing focus on Fairtrade certification
Typhoo: set to put marketing focus on Fairtrade certification

It is understood that the company plans to boost its Fairtrade offering later this year. It will promote the initiative through a campaign that will introduce the strapline ‘Make tea fair'.

Typhoo's activity follows the release of research in December by international development charity Traidcraft, which found that two-thirds of UK consumers either buy Fairtrade tea or would like their favourite tea brand to convert.

To coincide with the research, Traidcraft supporters and members of the Women's Institute sent more than 20,000 postcards to the five brands that between them account for more than 70% of the UK tea market - PG Tips, Tetley, Twinings, Typhoo and Yorkshire Tea - which called on them to go Fairtrade. None of the five has so far made its flagship products Fairtrade-certified.

Since 1992, Typhoo has run its own ethical sourcing pro­cedure, which it says improves the conditions of the people who grow, harvest and process the tea.

Last year, the brand ran a £1.5m TV, digital and in-store campaign to promote its support for good causes.

The drive aimed to raise awareness of its ‘Sports for all' initiative, which is run in partnership with the Federation of Disability Sport.

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
BBH deputy ECD Caroline Pay exits

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Agencies' anger at failure of Stronger In campaign

1 Agencies' anger at failure of Stronger In campaign

"We failed the country, we could and should have done better." So says one senior advertising executive involved in the Britain Stronger In Europe campaign.

Just published