Typhoo Tea has selected McCann Manchester as lead creative agency on a project basis following a competitive pitch.

The appointment will see the agency take on integrated strategic and creative campaigns with immediate effect for brand owner Apeejay Surrendra, with a brief to drive future growth and reach a wider customer base in a highly competitive category.

Based in the Wirral, Typhoo Tea was launched in the UK in 1903 and last year increased revenues by 16% to £81.8m.

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McCann Manchester said it was aiming to build on its “strong heritage” and “drive salience and ensure wider consumer appeal; strengthening brand position through innovative and creative concepts”.

Head of planning David Donaghue said: “Typhoo is an iconic brand that is baked into the fabric of British society for anyone over the age of 35. As the tea category has exploded our task is to help Typhoo reclaim share with the audience that already knows the brand as well as introducing new and younger audiences to a brand that is as much a part of British life as Marmite or Dairy Milk.”

Liverpool agency Sentric Brand & Artist Services (SBAS) won the work for Wirral-based Typhoo’s 2016 campaign – its first ever digital campaign – which featured chef Nigella Lawson.

McCann, which also works with Smyths Toys and Aldi, said Typhoo had decided to retain Nigella as brand ambassador in its new campaign.

Somnath Saha, Typhoo’s CEO, said: “We all have our own way of making and drinking tea and working closely with our newly appointed agency McCann Manchester, we aim for our advertising campaign to celebrate this. The new creative is the first by McCann Manchester, who won against strong competition from other agencies.”

Media will be handled by MediaCom.