The campaign launched earlier this month, marking the start of Yorkshire Tea’s tree-planting week with the planting of more than 100,000 trees at schools in the UK.
PR activity for the initiative is being led by Leeds-based Finn. The campaign will feature popular characters from children’s story The Gruffalo, and a themed microsite produced by Engage Interactive.
The microsite will host downloadable content including an activity book about tree planting, an interactive tree-planting map and an online Gruffalo game created by specialist agency Scary Beasties.
Yorkshire Tea has launched a limited edition packet design to drive awareness of the campaign with consumers, which will feature on more than two million packets later in the year. It forms part of Yorkshire Tea’s mission to become carbon neutral by 2020.
John Tucker, the Woodland Trust’s woodland creation director, said: "Currently the UK has significantly less woodland cover than the rest of Europe. Communities’ efforts to plant in their own localities to benefit the people who live there are admirable and help us work toward our target of doubling native woodland cover."
Yorkshire Tea marketing manager Kevin Sinfield said: "We’re confident that our association with The Gruffalo brand will give us a way to talk to a broad number of consumers in an engaging way to get more people to care about our values and the environment."