The tea giant, owned by Tata Global Beverages, has brought in Emanate to deliver consumer PR support for the existing range and future product launches.
The appointment follows a competitive pitch process involving three shortlisted agencies.
As part of its brief, Emanate will be working closely alongside the existing creative and media planning & buying agencies Dare and Mediavest.
The pitch was run by Tetley brand manager Paulina Górska, and Tetley marketing manager Amy Holdsworth.
Talking about the appointment, Holdsworth said: 'All three agencies delivered strong presentations but Emanate showed great consumer and media insight, real professionalism and hunger for the business, and indeed a cracking on-brief idea which clinched it for them. We are looking forward to having them on the team to take Tetley to the next level of success.'
The agency, which has been brought in for a 12-month project-based brief with the possibility of extension, will be targeting women and those aged between 25 and 40 years old.
Chris Stevenson, director at Emanate, was unable to give details behind the differentiation drive but added: ‘It's about celebrating the tea-drinking occasion and the role it plays in people's day-to-day lives.'