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
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
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?’