Clipper Teas, the Fairtrade tea brand owned by Wessanen UK, has launched a new on-pack promotion across its range of organic teas to reward existing fans and attract new customers to the brand.

The ‘With love from Clipper’ initiative incentivises purchases of Clipper’s Fairtrade Everyday Tea (£2.55 for 80 bags), Organic Everyday Tea (£2.60 for 80 bags) and Pure Green Tea (£2.79 for 80 bags). It offers fans the chance to own a series of limited edition tea caddies and tea towels, each featuring colourful designs linked to the established brand’s distinctive packaging. An online competition also provides the opportunity for tea-lovers to own the whole set.

The promotion looks to build on Clipper’s success as the UK’s fastest-growing black tea brand; Clipper has grown its value sales by 8% in the last 12 months (IRI w/e 8 October 2016). It also takes place during Clipper’s 20th anniversary of selling Fairtrade green tea in UK supermarkets.

“Life’s too short for bad tea,” comments Gill Green, Marketing Director at Wessanen UK. “Quality drives everything we do here at Clipper, from the way in which we source our tea right through to the experience that our customers receive when purchasing. We’re committed to getting tea from crop to cup in the best possible way.”

Gill Green adds: “We know how important it is to keep tea in tip-top condition; that’s why we have designed this limited edition range of caddies and tea towels to reward and delight fans of our brand.”

Sourced from some of the world’s finest tea estates across East Africa, India and Sri Lanka, Clipper’s signature teas have been blended and packed in Dorset since Clipper first launched in 1984. Clipper was the first UK tea brand to carry the Fairtrade mark in 1994, and has been fiercely committed to ethical tea sourcing ever since.

The Fairtrade tea brand owned by Wessanen UK believes that “life’s too short for bad tea”

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Clipper Teas, the Fairtrade tea brand from Wessanen UK, is launching a three-tiered summer sampling campaign for its green tea range, designed to position the brand as the “Queen of Greens.”

The Fairtrade brand, which currently produces more than 15 green tea variants, will distribute over 250,000 samples of its flagship Pure Green Tea throughout July. The campaign will feature a mixture of face-to-face hit squads, office-based sampling and free samples in ASOS mail deliveries.

BEcause Experiential Marketing has been hired to mastermind the live hit squad aspect of the campaign. An all-female ‘Clipper Crew’ of green tea ‘queens’ in flower-chain crowns, will tour high-footfall outdoor areas within the M25 over nine days of live activity, distributing samples from bicycles and trailers with simple, rustic charm. Public spaces around Wimbledon Park showing the tennis championships on giant screens will be amongst the areas targeted.

To support the hit squad activity, Clipper has engaged GemsAtWork to manage an office-based sampling campaign, whilst Response One has been tasked with coordinating free samples in all mail order deliveries from online fashion retailer ASOS throughout July.

The new campaign aims to champion the delicious, natural taste of Clipper’s Green Tea range as well the health benefits of green tea, and the company’s ethical heritage. It builds on the brand’s quirky Truthful Green Tea Shop pop-up activation earlier this year, which took a humorous hidden camera approach to highlight the difference between Clipper’s green teas and those produced by many other manufacturers.

Gill Green, Marketing Director at Wessanen UK, comments: “Demand for green tea continues to boom, yet within this highly-competitive marketplace we believe our green tea reigns supreme. This concerted sampling drive will allow us to directly reach potential customers that may not have experienced our great-tasting tea before, and to introduce them to our range of delicious, all natural flavours. It is also an opportunity to chat with consumers about the difference they can make to the lives of tea workers and their families, just by drinking a cup of Fairtrade tea from Clipper.”

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Fairtrade green tea brand Clipper Teas is running a ‘New Year Revolutions’ integrated campaign with outdoor and transport advertising and a ‘money back’ promotion to encourage consumers to ‘turn over a new leaf’ in 2016.

Clipper Teas, owned by Wessanen UK, wants to attract both new green tea ‘considerers’ and existing green tea drinkers to the brand.

The two-pronged campaign will feature a heavyweight outdoor and transport campaign together with a playful online video shot using hidden cameras inside ClipperTeas’ very own ‘Truthful Green Tea Shop’.

Throughout January, consumers will be able to trial Clipper’s range of green tea packs with the reassurance of a ‘tastes great or your money bank’ promotional guarantee. The brand’s extensive promotional activity aims to ensure that new green tea drinkers become Clipper Teas drinkers this January.

The outdoor campaign will reach 90% of adults across London and the South East during January. The YouTube video, which light-heartedly questions some of the processes and ethics behind other green teas, will be shared extensively via bloggers and social media. Clipper Teas expects over 1 million people to watch the video during 2016.

The planned activity aims to attract new green tea ‘considerers’ as well as existing green tea drinkers to the Clipper Teas brand, capitalising on the annual sales uplift that is typically seen within the green tea market in the first month of the year.

Green tea has long been ClipperTeas heartland. 2015 saw the company add another 100,000 new green tea consumers and grow its total green tea penetration by 15%, according to Kantar Worldpanel figures.

“The green tea market has seen considerable growth over the past three years as healthy living continues to rise up the consumer agenda. But consumer concern over bitter-tasting green tea still remains,” said Rebecca Vercoe, Clipper Teas brand controller at Wessanen UK. “We’re looking to address this by introducing an even wider audience to the distinctively light and fresh, Clipper green tea taste profile.”

A recent Clipper Teas research study found that the single biggest barrier to green tea adoption was the perception that consumers were not going to like the taste. The company’s acquisition campaign looks to challenge this with a range of creative activations focused on taste.

Vercoe explains: “We believe that the more natural the tea, the more natural the taste. Clipper uses only young leaves and works closely with experienced growing partners to delicately process these, with nothing artificial added along the way. This means light, delicate and refreshing tea, with no bitter after-taste. The last thing we want is for new green tea drinkers to buy a green tea and then be put off forever, either because it doesn’t deliver on taste or it has a nasty after-taste due to poor processing, artificial flavourings or fortification.”

The new outdoor campaign has been created by Big Fish. The Truthful Green Tea Shop was conceived, produced and filmed by Exposure.

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