Magazine article Marketing

Brooke Bond Brews Up a 1M Pound Sterling Promotion for PG

Magazine article Marketing

Brooke Bond Brews Up a 1M Pound Sterling Promotion for PG

Article excerpt

Brooke Bond brews up a 1m [pounds] promotion for PG

Unilever's Brooke Bond Foods is to attempt to kick new life into the static tea market with its biggest ever promotion for its brand leader PG Tips.

Brooke Bond has signed a joint 1m [pounds] promotion deal with Kellogg's Cornflakes, Lurpak Butter, Robertson's Golden Shred marmalade and VitBe HiBran bread for its first national tie-up with other grocery brands. It will build on PG's three-year-old advertising strapline and offer "Breakfast free from Britain's Best Loved Tea". Consumers can collect vouchers from 15 million packs of PG Tips and PG Tags over the next two months which they can exchange for the other products in-store.

The aim is to reinforce PG's position through other leading breakfast brands and encourage brand-switching with tangible, easy-to-claim rewards, says Matthew Hooper, managing director of Brooke Bond's sales promotion firm Interfocus.

PG Tips, which includes both packet and bagged varieties, claims to have held brand leadership in the 625m [pounds] UK tea market since 1957, but concedes that its share has declined since the introduction of Tetley round tea bags in 1989. …

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