03 May 2021
Tetley has the highest household penetration of all tea brands in England at 36%. But, in an increasingly competitive market, it was felt the brand had become a little dusty and anchored in the past. It needed modernising to engage a younger and broader socio-economic audience to protect market share.
To do this, Tetley required a new brand communication proposition that can live across platforms, media and channels, with a domestic (UK) focus but with assets that might need to travel to other markets in the future.
With very lean internal resource, the Tetley team needed a partner who could do the heavy lifting on this project, acting as an extension of the internal team.
They needed a pitch process that would not be overly engineered but thorough enough to address the necessary levels of governance and reassurance that the right partner had been chosen.
After a four-way pitch, Neverland were appointed as the winning agency. The Tetley team concluded that they were the right partner from a strategic, creative and cultural perspective, and their passion for the brand and their thinking blew them away.
Commenting on the review Sinead McAleese, Marketing & Innovation Director at Tata Consumer Products, said:
“A huge thank you to the AAR team for their work on our recent Tetley creative agency review. The team brought invaluable insight, industry knowledge and expertise to the pitch and their advice, challenge and support throughout the process was excellent and delivered a brilliant outcome. And the team was an absolute pleasure to work with!”
Jon Forsyth, Founder at Neverland, said:
“As a start-up agency, the AAR is everything. They not only get you on the right pitches, but they coach you to be match fit, warm you up and make sure you’re playing against the right teams. Whether you score or not will always be down to how you perform on the day. But there is no one better in the business to line you up for the best goals.”
We wish both Tetley and Neverland every success in their future partnership!