Premier Brands has asked three London agencies to come up with
creative ideas for its flagship Typhoo tea brand.
A pitch will be held in March with a decision expected by the end of the
month so that new work can run on television this summer.
Abbott Mead Vickers BBDO, Grey and WCRS have been asked to prepare
creative and strategic presentations on the pounds 4 million account,
and spend on the brand is expected to rise in the future.
It is not clear whether the incumbent, Delaney Fletcher Bozell, will
take part in the review but media, which is handled by BBJ Media
Services, is not affected.
Typhoo, which was launched as a medicinal brand in 1903, is the UK’s
third largest selling tea brand. However, it has suffered from an
identity crisis since it first lost market leadership back in the late
50s. The famous PG Tips spots, starring tea-drinking chimps, are
credited with knocking Typhoo off its top spot, while Tetley’s ads,
which feature the Tetley ’tea folk’, have kept that brand at number two
in the rankings.
Typhoo has tried a number of advertising agencies over the years -
including FCO, BMP DDB, Saatchi and Saatchi and Leo Burnett - but it has
not yet found the single ’big idea’ to rival the chimps or tea folk.
The brand’s longest running campaign was ’Typhoo puts the T in
A variety of other approaches have been tried, including the 70s series
of commercials starring an animated gnu, and last year’s
documentary-style commercials emphasising tea’s role in helping to forge
Neil Gillis, the commercial director of Premier Beverages, is running
the pitch, which will also involve Louisa Muir, the marketing manager,
and Chris Doyle, the marketing controller. Gillis was not available for
comment as Campaign went to press.
It is understood Typhoo shunned pitch consultants to select agencies for
the pitch, contacting shops whose work had impressed Typhoo’s senior