Van den Bergh Foods is pouring £5m into a new through the line "tea lovers" promotion for PG Tips. The theme behind the campaign is If you are a tea lover, then drink PG'. William Brown, business group director for beverages at VdBF, said the aim is to steal share from other beverages such as soft drinks and coffee as well as reward loyal consumers. From next week, 250,000 bean bag chimp toys ­ with velcro-fastening hands that can hug a mug of tea ­ are up for grabs in an instant win on pack promotion. The promotional packs will carry a heart motif and a "for tea lovers only" message. There are two heat and reveal game cards inside packs of PG Tips Pyramids 80s, 160s and 240s, while you're a winner' is printed on the reverse of the packaging on PG Tips 40s and One Cup. An advertising campaign runs from September for eight weeks on TV, press and posters. This is part of a £13.5m spend behind the PG Tips brand this year. VdBF is also spending £4m to support the launch of its flavoured green tea brand Tchaé. TV and cinema ads are scheduled to run later this year. Tchaé will be rolled out nationally from August 14 after last year's regional launch in London and the south east. It claims a 33.6% value share of the London green tea market. It has three flavours ­ oriental spice, citrus and jasmine, and comes in cardboard drums containing 25 round tea bags. Rsp: £1.59. {{P&P }}