Typhoo moves to the plantation

Mother’s first work for Typhoo tea breaks this weekend as part of an pounds 8 million above-the-line assault on the UK tea market.

Mother’s first work for Typhoo tea breaks this weekend as part of

an pounds 8 million above-the-line assault on the UK tea market.



Three new television spots introduce the character of Tommy Singh, the

owner of the south Indian tea plantation where Typhoo is grown, whose

slogan is ’two thumbs fresh’.



All three commercials are set on the plantation and each one starts with

his greeting: ’Hello. Tommy Singh here for extra fresh Typhoo Tea.’



In the first ad, he demonstrates the freshness of the air, soil and

water at his plantation. These very important components produce tea

which is ’one thumb fresh’ but it is not until the leaves have been

vacuum-packed on site that the tea can be considered ’two thumbs

fresh’.



Another execution features Tommy’s freshometer, which he uses to

demonstrate the freshness of a daisy (scores well), a man’s foot

(dangerously unfresh), and then a normal cup of tea (fresh). Only

Typhoo, of course, is two thumbs fresh.



The commercials, which were directed by Traktor through Partizan, are

part of a pounds 15 million through-the-line campaign. Typhoo is also

developing a chain of branded tea bars, the first of which is already in

the Millennium Dome.



Mother won the Typhoo business in January after a pitch against TBWA GGT

Simons Palmer, St Luke’s and the incumbent, Delaney Lund Knox

Warren.



Delaney Lund’s last campaign for Typhoo tea went on air nearly two years

ago. The commercials were set to the tune Fresh by Kool and the Gang and

carried the line: ’Have you been refreshed by Typhoo lately?’