The 30 second TV campaign starring Nigella Lawson is supported by a £5M social media, PR and digital initiative that aims to capture how the nation makes it tea
McCann Manchester has tapped into the national obsession over how to make a perfect cuppa in its first work for Typhoo Tea.Three months after winning the Typhoo Tea account the agency is launching a £5M campaign that aims to capture the nation’s passion for tea and capitalise on the country’s obsessive search for the perfect brew. A cup of tea sits at the heart of the British culture and identity and McCann Manchester is taking ownership of that most quintessentially British of rituals in a bid to give a boost to one of the nation’s most loved and iconic brands.
The campaign, fronted by celebrity chef and British national treasure Nigella Lawson explores the richness and diversity of the great British tea ritual under the campaign strapline of “Which Typhoo are You?” The 30 second TV campaign which will run across terrestrial and satellite channels is supported by a major social media, PR and digital initiative that aims to capture how the nation actually makes its tea.
The advert sees Nigella guiding viewers through a series of different and sometimes surprising scenes, discovering how a variety of Typhoo drinkers take their tea.
Starting in the comfort of her own kitchen, the scene quickly changes as Nigella enters the tent of two intrepid explores shocked to see her in a figure-hugging dress, casually strolling through their snow-filled tent as she narrates ‘some like it strong’. Next is an unsuspecting London cabbie driver who is so surprised to see Nigella enter his cab he upends an entire sugar sachet into his flask of Typhoo on a rainy London evening. Nigella then quietly strolls through a suburban living room scene, being careful not to be spotted as a young couple disagree over a number of differing tea coloured decorating swatches. She quickly exits and finds herself in John Sumner’s tea shop in 1903, the year Typhoo began perfecting tea.
The advert ends with Nigella in miniature form enjoying a tea party in a doll’s house. Alongside a robot and bunny, she is seen drinking her Typhoo out of a giant mug, on the search for a slice of cake. The campaign breaks on 12 May with the first peak time slot running on Saturday May 13 on ITV in Take Me Out.
Commenting on the new advert, Nigella Lawson, said: “Everyone has their own idea of the perfect cup of tea and how it should be made; I like my Typhoo strong but with just enough milk that you can taste it. It’s great to celebrate the individual preferences we all have when making our favorite brew in such a fun and creative way with Typhoo, which has always been my everyday tea of choice”.
Somnath Saha, CEO, Typhoo said: “The British love affair with tea is a serious business and we have been perfecting ours since 1903, helping our tea drinkers enjoy their perfect cup of Typhoo. We’re so happy to have Nigella – a genuine Typhoo lover – working with us again. We all know the perfect cup of tea is a very personal thing and everyone’s taste is different. This campaign celebrates those subtle but significant preferences."
David Donaghue, Managing Partner at McCann Manchester adds, “Typhoo is an iconic British brand and part of the fabric and make up of the country’s culture. This campaign aims to tap into this phenomena and bring it to life in a highly memorable way.”