NEWS: Moreau Lascombe bags Tetley’s French account

French coffee drinking consumers will be given a taste of British tea with Tetley International’s new PR drive.

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.



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