Championing nature nurturing tea, Clipper marries product and purpose in its biggest TV and VOD advertising campaign to date
15 January 2024: Clipper Teas is set to launch its new integrated marketing campaign which will see it sing from the tree tops about its Fairtrade and organic tea that supports biodiversity.
Representing an investment of over £1m, the 360 integrated campaign will come to life through dedicated campaign visuals and adverts across TV, video-on-demand, out-of-home and social with a combined estimated reach of over 25 million.
Anchored on the strapline, There’s Tea, Then There’s GOOD Tea, the campaign will acknowledge that it takes more than just taste to make good tea. It also takes ethical and sustainable sourcing, natural ingredients and a fierce commitment to protect biodiversity to make a truly good cuppa.
After making its TV debut in 2022, Clipper will return to screens with its disruptive new TV ad campaign that features a dancing bird and catchy song about the merits of choosing Fairtrade and organic tea. The adverts will appear on ITV1, Sky and C4 targeting consumers in eight UK regions – increasing brand visibility and reach. Clipper also plans to unlock incremental reach with a younger audience through video-on-demand services (4oD, ITVX and Sky) expediting its coverage with a national audience.
Vibrant visuals of the fun dancing bird will also appear in out-of-home locations near Waitrose, and Tesco stores across multiple UK regions targeting 20m shoppers as they go into store.
Taking the campaign into store, Clipper is also rolling out a limited edition on-pack promotion which runs throughout January and February.
Featuring biodiversity-themed illustrations, tea fans will be able to get their hands on a host of prizes including eco-friendly family retreats and nature exploring accessories such as wellies and tea flasks. Helping people to reconnect to nature, entrants will also be able to claim a free three-month subscription to All Trails+, the outdoor activity app which hosts a database of trail maps.
The campaign will also stretch into influencer activity and social media ads, reaffirming Clipper’s natural positioning and driving further reach online.
Over the years it’s been a challenge to define a marketing strategy that encompasses all the good that Clipper stands for as a brand and brings to the tea category. With our new campaign we’ve developed a striking and memorable advertisement that heroes the goodness of Clipper, while campaigning for the protection of biodiversity. We want to persuade more consumers to question their tea choices as not all tea is fair, or natural, and reconnect them to nature. Once people re-engage with nature, the more they see the benefits and want to do more to protect it.Adele Ward, Clipper Teas Marketing Director at Ecotone UK
Creative agency, ISOBEL, developed the brand’s new marketing narrative, recruiting Lostboy.tv to produce the music. Clipper also worked with Wavemaker on the media buy and Straight Forward on the pack design and shopper assets.
The B Corp certified tea company has played a key role in welcoming new tea lovers into the category, attracting nearly 1 million households in 20231. Clipper is the UK’s leading organic and Fairtrade tea brand, and the fastest growing in this segment2.
Celebrating 30 years of Fairtrade in 2024, Clipper is also one of the founding Fairtrade partners, even helping to write the Fairtrade standards.
In addition to a milestone of 30 years of Fairtrade, 2024 will also mark the brand’s 40th anniversary.
B Corp certified, Clipper is a different kind of tea company and a pioneer in ethical, sustainable tea production since 1984.
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.
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 uses renewable energy sources and 98% of factory waste is recycled.
Everything Clipper does is guided by its principles; natural, fair and delicious. That’s the Clipper difference.
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, and
· 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.