Clipper Teas launches its new integrated marketing campaign which will see it invite consumers to ‘Make it Better’ and not settle – especially when it comes to tea.
Knowing that a good cup of tea makes everything better, the campaign will act as a call to action for consumers to make tea the best way – by making a cup that’s bursting with flavour, uses the best blends, the finest organic and 100% natural ingredients, uses unbleached tea bags…and is better for the planet too.
As a winner of over 60 Great Taste Awards in the last 20 years, and the number one Organic & Fairtrade tea brand in the UK (with the highest repeat rate in the tea category), Clipper offers the perfect blend of delicious, natural and fair teas that taste great and do good for both people and planet. The campaign, which will run throughout 2022, will tell this story to consumers, putting Clipper’s great taste and strong ethical credentials centre stage.
Launched in January, the 360 integrated campaign will come to life through dedicated campaign visuals and adverts across print, social and digital, with a reach of 12.1 million. Alongside this, Clipper will be running an influencer campaign on social, with more activity planned throughout the year.
Commenting on the new campaign, Bryan Martins, Clipper Teas marketing & category director at Ecotone UK says:
“Clipper is one of the fastest growing tea brands in the category, now growing at 20% versus two years ago in a declining category (-2%). We are looking to continue that momentum with our Make it Better campaign which spotlights our great tasting and ethical teas.
"At Clipper Teas, creating great tasting, responsibly made tea is at the heart of everything we do. That’s why we source our leaves from organic and Fairtrade tea estates, based in regions known to produce the finest leaves, and our expert blenders, Dan & James, take care in blending the leaves. We’re proud to be acknowledged for our great taste but, this year, we want to invite even more consumers to ‘Make it Better’ by switching to a delicious Clipper cuppa.”
Clipper’s incumbent creative agency, Pablo, developed the brand’s new marketing narrative in collaboration with Wavemaker who booked the adverts, with Finn supporting on social media.
This comes as, in 2021, Clipper became the 6th biggest tea brand in the UK and the fastest-growing black tea. The organic tea brand is also one of the founding Fairtrade partners, even helping to write the Fairtrade standards nearly 30 years ago, and has been B Corp accredited since 2019.
Clipper is a different kind of tea company and a pioneer in ethical, sustainable tea production since 1984.
B Corp certified, Clipper targets conscious consumers who care about what they put into their bodies and the impact this has on the world around them – a consumer tribe the brand refers to as Generation Tea.
In 1994, it became the UK’s first Fairtrade tea company. Today, it is the world’s largest Fairtrade tea brand, supporting 114,000 producers and their families around the world. In the last 25 years, Clipper has paid over £4m in Fairtrade premiums, ensuring its tea workers always get a fair deal and supporting them to use sustainable farming methods.
Part of the Ecotone UK family, Clipper’s tea factory in Beaminster produces over 1 billion tea bags a year, which are sold in over 50 countries worldwide. Committed to organic and ethical sourcing, Clipper only ever uses natural ingredients and processes to make the finest quality hot beverages.
In 2018, Clipper became the first tea company to make all its heat-sealed tea bags unbleached, non-GM and fully-biodegradable. Clipper’s factory is carbon neutral, uses renewable energy sources and 98% of factory waste is recycled.
Ecotone UK (formerly Wessanen UK) is a natural and organic food company, with pioneering food brands in expanding market segments, including:
· The UK’s first Fairtrade tea company, Clipper Teas, which makes natural, fair and delicious hot beverages and created the world’s first fully biodegradable, non-GM and unbleached tea bag
· Whole Earth, the UK’s no.1 peanut butter brand and manufacturer of natural and organic spreads, cereals and drinks
· Kallø makes market-leading, organic rice, corn and veggie cakes, as well as the UK’s fastest-growing range of stocks and gravies
· Mrs Crimble’s, the gloriously gluten-free cake brand that makes delicious baked goods for all to enjoy
Ecotone UK has been B Corp certified since 2018 and champions its mission, ‘Food for Biodiversity’, through a commitment to protecting the living planet for current and future generations. It is focused on providing food that is good for people and the planet and conducts its business in a sustainable way.
These principles are channelled through its involvement with its subsidiaries, and the brand is accredited by or a member of a range of industry bodies and associations including; B Corp, Fairtrade Foundation; Soil Association; UK Tea & Infusions Association, and the Organic Trade Board.