French coffee drinking consumers will be given a taste of British tea
with Tetley International’s new PR drive.
The European arm of the UK tea giant has appointed Paris-based agency
Moreau Lascombe GCI to execute a nationwide programme.
The agency, which was hired without a competitive pitch, has been
briefed to raise Tetley’s profile in France in preparation for the
launch of a range of ‘innovative’ teas. In particular, it will promote
Tetley’s new non-drip teabag which can be squeezed dry by pulling two
draw strings.
Alexandra Cavamma, a consultant at Moreau Lascombe GCI, said the teabag
design took five years to complete and is tailored for the French who
prefer their teabags equipped with tags and strings.
The agency has already begun a trade campaign and is now planning a
consumer drive through television, radio and press coverage. It is also
organising a press trip to London to show French journalists round the
Tetley factory where teas are blended and tasted.
The company, which is split into Tetley International, Tetley GB and
Tetley USA generated worldwide turnover of pounds 380 million last year.
In France its biggest competitors are Liptons Tea and Twinings.
Moreau Lascombe GCI, which is part of the Grey-owned GCI Europe group,
is ranked fifth in France. Last year it recorded fee income of pounds
2.4 million.
