Leeds-based Finn has been enlisted to promote a new tree-planting partnership between Yorkshire Tea and The Gruffalo.
It’s the first time an FMCG brand has partnered commercially with the legendary children’s book character, and includes a five-year pledge to plant a million trees in the UK and Kenya.
The Yorkshire Tree campaign kicks off in March and will be initially led by PR activity from Finn, with a national campaign launch taking place on March 9 at the start of Yorkshire Tea’s Tree Planting Week.
A themed microsite, produced by Engage Interactive, will host content including a downloadable activity book about tree planting, which also tells children how they can attract The Gruffalo to their own garden.
An exclusive Gruffalo game will also be available on the site, created by London-based agency Scary Beasties.
Kevin Sinfield, marketing manager at Yorkshire Tea, said: “We’re confident that our association with The Gruffalo brand will give us a way to talk to a broad number of consumers in an engaging way to get more people to care about our values and the environment.”
Daryl Shute, brand director at Magic Light Pictures, owners of the Gruffalo license, added: “This is the first time we’ve partnered with a brand such as Yorkshire Tea and we were really keen to get involved, as it’s evident that they share the same ethical ambitions we do.”