The challenge: Bring back the Tea Folk on social media

Tetley has announced that its investing £10 million as it seeks to modernise the brand and make it more appealing to a younger tea drinking audience.

In addition, to the TV ads, a range of other media communications, developed by Mediavest, will also be in place.

Tetley will also utilise its Facebook community to communicate the new brand positioning. Retro is in, and despite the fact the internet barely existed when the Tetley Tea Folk were last at large on our screens, tens of thousands of 30+ users are loving the modern / nostalgic juxtaposition of the Tetley Tea Folk’s debut on Facebook and Twitter. Rather than sending out corporate brand messages, Tea Folk leader Gaffer meets the users on their home turf talking tea and tea-related subjects, such as an in depth discussion of the fine art of biscuit dunking. We are also promised character arcs and story development as the intrepid seven take their first steps into the modern digital world. It makes me reach for the kettle every time. Clever little Tea Folk.

• Worked on product launch for Tetley Blend of Both, create and publish all online communications, build websites, apps and social campaigns to specific marketing calendars.
• Provide Tetley with frequent competitor analysis, and keep them fully briefed on the latest digital developments and e-commerce trends.

The results

Social Buzz Awards 2012

Tetley Tea and Farmers First Hand (Best Socially Responsible Initiative) Nomination
Tetley Tea and Farmers First Hand (Best Consumer /FMCG Social Media Strategy/Campaign) Nomination

Social Buzz Awards 2011

Coming Together with Tea and Cake (Best use Facebook) Highly commended
Coming Together with Tea and Cake (Best use of Group/Community) Highly commended

In short

Agency management, Content strategy, Social media, Moderation, Analytics and monitoring, Advertising, Content production,