Magazine article Marketing

Tetley Brews Up North

Magazine article Marketing

Tetley Brews Up North

Article excerpt


Those of you familiar with the Tetley tea folk will know that they closely resemble working class Yorkshiremen - flat caps and all. This week's Media Buying suggests that creative work reinforces a media strategy which targets the North and Scotland.

That strategy is now firmly in the grip of Zenith, which last week took over all of the television and press buying for Tetley's parent Allied Lyons.

The bulk of a 7.8m [pounds] spend in the year to October 1990 went into TV (6.4m [pounds]). The winners among TV contractors were the northern triangle (Granada, Yorkshire and Tyne Tees) and Scotland.

The Tetley strategy is more or less reflected by the strategy for Unilever's rival PG Tips Chimpanzees, handled by advertising agency BMP DDB Needham. Again the northern axis of Granada and Yorkshire comes out with the lion's share.

The zero spend in Scotland does not represent a highland boycott of PG Tips. A different "Scottish Blend" brand of tea is distributed throughout the region by Brooke Bond.

Both sets of planners seem to have taken heed of indexes that show northern households are great buyers of bags. …

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