Pukka Tea and PG Tips have appointed a Leeds agency to work across shopper communications.
Principles has been awarded the brief by the brands, which are both owned by Lipton.
PG Tips has recently been acquired by the group and is currently undergoing a major brand relaunch, following a £40m investment in its Manchester factory.
“It’s an exciting time for us at PG Tips, we’re investing heavily into the brand and are on a mission to reignite the nation’s love for tea, through the launch of our new teabags and reformulated blends,” explained Heidi Williams, Marketing Manager at PG Tips.
“It’s the perfect time for us to be partnering with Principles and are thrilled to be working with an agency that fully understands our ambitious vision and brand values; we’re looking forward to having them on board to support us on our brand journey.”
Laure de Chaisemartin, Marketing Manager at Pukka added:
“We were impressed with the team’s passion and expertise during the pitch process and are looking forward to seeing them support us at an incredibly important and exciting time.”
Principles’ remit will include planning and executing strategic shopper comms for both brands, with the agency providing innovative ideas for all its new campaign launches.
“We’re here to help make everyday brands unforgettable, so the opportunity to work with not one, but two great British tea brands is huge for us,” said agency owner, Mike Hackett.
“Both brands are at incredibly exciting but very different points in their journey, so we can’t wait to put our principles into practice and help these two brands to be distinctive, entertaining, visible and consistent at every stage in their shopper journey.”