CLIPPER TEAS

Bags more to feel good about

Clipper has always done things differently. So when the Fairtrade brand announced that it would be ditching plastics – with the world’s first plastic-free, non-GM and unbleached heat-sealed tea bag, supported by fully recyclable tea bag envelopes – we knew that ethical tea-lovers would rejoice.

OUR ROLE

  • Secure positive trade and regional coverage for Clipper
  • Generate relevant and topical interview and feature opportunities
  • Amplify key category point-of-different to influential press
  • Elevate Clipper’s ethical credentials and innovative production processes
  • Closely align UK media messaging with European group communications strategy.

OUR APPROACH

Key trade press contacts were carefully targeted with news of Clipper’s innovation. Bespoke pitches and press information drew out the consumer benefits of plastic-free teabags – a ‘hidden issue’ within the category.

Trade press received informative insight on the production innovation from Clipper’s Dorset base. PR activity focused on the joy that comes from fair, great-tasting tea that is good for the planet.

OUR RESULTS

  • 50+ pieces of regional and trade PR coverage secured
  • Lead story in highly-respected industry title The Grocer
  • Extensive trade coverage including FoodBev, Better Retailing, Organic & Natural Business and Food Manufacture
  • Valuable local and regional coverage in the brand’s home county including Dorset Echo, Bridport News and Bournemouth Echo.
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