Birchall Tea is launching its biggest marketing campaign this month to try and persuade more Brits to re-evaluate their tea habits.
New YouGov research commissioned by Birchall found how entrenched Britain’s tea-buying habits are, with more than 40% of tea buyers sticking to the same tea they’ve always bought and just 6% actively seeking out higher-quality tea.
Tea-buying habits become particularly entrenched with age, according to Birchall’s research. While more than 40% of tea-buying over-55s report buying the same tea they always have, that figure falls to just 20% of 25 to 34-year-olds.
Birchall said it wanted to encourage consumers to think about tea more like speciality coffee by considering “taste, quality and provenance”.
It was therefore pumping £1m into its first TV campaign, alongside a series of short films shot in East Africa earlier this year to give a picture of the stories behind its tea.
At the heart of the campaign is a new six-part film series in Rwanda and Kenya exploring the landscapes, people and conservation efforts behind East African tea. Together, the six episodes form a 13-minute film celebrating the “story behind every cup”.
Alongside the film series, Birchall will launch its first television advert on ITV1. The 30-second spot will be supported by digital content, social media and retail activity in Waitrose and Ocado throughout September.
“Coffee has transformed over the last decade. People have become fascinated by where it comes from, how it’s grown and what influences its flavour,” said Dan Graham, Birchall’s founder and MD. “We’d love to see tea appreciated in the same way.
“We hope this campaign encourages more people to look beyond the teabag and discover the remarkable story behind every brew.”
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