PG Tips has launched a £6m media campaign that includes a tie-up with ITV show Loose Women.

Launching this week, the Catch Up Cuppa campaign aims to encourage people to catch up with friends and family over a cup of PG Tips. The push will include broadcast, online, mobile and licensing elements.

Owner Unilever will be hoping it turns around sales of the brand, which fell 8.8% by value year-on-year [Nielsen 52 w/e 13 October 2012].

PG Tips Decaf has also received a pack overhaul.