Tea brand PG Tips has launched an on-pack ‘Cuppa Club’ loyalty scheme.

The Unilever brand is rolling out 28 million promotional and premium packs featuring ‘PG points’ that can be registered online via a dedicated microsite and redeemed against activities and products.

The activity is the second phase of a £8m marketing drive that launched in January with the Catch-up Cuppa TV campaign and an ongoing sponsorship deal with ITV’s Loose Women. TV and digital support for the loyalty scheme will kick off this month.

Brand manager Kate Mitchell said the Cuppa Club would provide a way to enhance the “catch-up cuppa ritual” by offering rewards such as 2-for-1 afternoon tea experiences and Oliver Bonas teaware.

“Our consumer research demonstrated that tea drinkers like to participate in loyalty schemes,” she said. “Consumers will only need to purchase two boxes of PG tips 80s to be able to claim a 2-for-1 afternoon tea experience.”