Premier Brands poised to name Typhoo agency

Premier Brands was on the verge of appointing a PR agency to further boost the fortunes of its flagship tea brand, Typhoo, as PR Week went to press.

Premier Brands was on the verge of appointing a PR agency to

further boost the fortunes of its flagship tea brand, Typhoo, as PR Week

went to press.



Nexus Choat is understood to have emerged victorious following a

competitive pitch against incumbent Lyons Waddell and Charles Barker

BSMG. Nexus Choat managing director Keith Simpson said that he could

neither confirm nor deny an appointment as the agency was awaiting

notification. Simpson declined to make any further comment.



The account is thought to be worth a figure approaching pounds 200,000

in fee income with a total budget of over pounds 300,000.



Premier is keen to capitalise on the brand’s improved performance since

its relaunch last year, when it was reformulated, repackaged and

supported by a pounds 6 million advertising campaign. Typhoo achieved

over 20 per cent value growth through the relaunch.



Typhoo enjoys a rich history, as one of the UK’s longest established tea

brands, but has been keen to move away from the traditional image and

attract new and younger consumers.



Premier Brands marketing director Christopher Thomas was unavailable for

comment.



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