The £100,000 brief - awarded by Rooibos Limited to Cirkle Communications - will position the tea, also known as ‘African bush tea', as a caffeine-free drink high in anti-oxidants. Health-conscious consumers will be targeted.
The campaign will also encourage UK tea firms to produce Rooibos ranges. Of the major hot drinks firms, only Twinings currently has a Rooibos range.
Rooibos tea is grown in South Africa's Western Cape.
