Challenge

Brits love a good brew – you’ll find black tea in a whopping 80 per cent of UK households, with 44% of people drinking several cups of tea a day. Much-loved tea brand PG tips offers one of the best steaming hot cuppas around – and now, there’s more, with a wellness range called PG tips Plus. 

Had anyone heard of it? Maybe. Tried it? Not likely. While people are more focused on health and wellbeing than ever,  for many choosing “wellness” often means sacrifice – whether that’s picking salad over chips, or the treadmill over TV. And PG tips drinkers didn’t want to sacrifice their beloved cup of tea, fearing it would taste different. 

So, PG tips came to us to get the word out that PG tips Plus is exactly the same classic-tasting cuppa, simply fortified with added vitamins to support your immunity and metabolism. Their ask? A digital-first campaign with talkability – one that would make people want to try the tea.

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Solution

We showed PG tips drinkers that PG tips Plus makes wellness, well easy. How? We created a comedic series of ads starring celebrity comedian and Loose Women panelist Judi Love in a dual-role, as the ‘Wellness Enthusiast’ and the ‘Well Easy Tea-lover’. 

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Activity

The skits demonstrate that wellness doesn’t have to be about high-intensity home workouts and weird wellness fads – it can be as simple as making a cup of PG tips Plus. 

In a beverage category that lacks uniqueness, our aim was to make wellness feel accessible for everyone while helping PG tips Plus to stand out from the crowd – by promoting PG tips Plus as the easiest way to do a little bit better, without making any sacrifices.

The UK adverts ran across social, OOH and DOOH.

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Results

Results incoming.

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