Tea Council plans ‘healthy’ PR push

The Tea Council (TTC) is aiming to overhaul public perception of the nation’s favourite drink and is on the hunt for an agency to position tea as nutritious and healthy.

TTC executive director Bill Gorman said the generic tea campaign, worth several hundred thousand pounds, reflected growing consumer interest in health issues, particularly among its core target of 20 to 35-year-old women.

‘There is incredibly good science that demonstrates the nutritional value of tea,’ said Gorman, pointing to its importance for anti-oxidant and fluoride intake and its low caffeine levels.

Since appointing Lexis PR in 2001, TTC – funded by UK tea packers and associations from six tea-growing nations – has executed a three-year plan to combat its old-fashioned image, particularly among 25 to 30-year-old women. It has associated tea with fashion, and style, enlisting celebrities such as Kate Moss and Claudia Schiffer, said Gorman.

Lexis will pitch next month against Nexus Communications, Cohn & Wolfe and ad agency Crammond Dickens Lerner, with work due to begin from 1 June.

Britons drink 62 billion cups of tea a year, making it a £700m market, according to TTC.

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