Tetley moves £7m task to Leo Burnett

Tetley GB has moved its £7m advertising account to Leo Burnett following the demise of incumbent agency D’Arcy. The move will lead to a new round of advertising following criticism of Tetley campaigns by various media regulatory bodies.

Tetley GB has moved its &£7m advertising account to Leo Burnett following the demise of incumbent agency D’Arcy. The move will lead to a new round of advertising following criticism of Tetley campaigns by various media regulatory bodies.

This year Tetley was forced to ditch its “Go on, live a lot” tagline by the Advertising Standards Authority, following complaints from the Food Commission. The Independent Television Commission also made the company drop the claim: “Tetley tea is rich in antioxidants that can help keep your heart healthy.”

Tetley GB commercial director Nigel Holland says: “After assessing our options, we have decided to move our &£7m advertising account to Leo Burnett. We are confident the agency will build on the advertising campaign initiated by D’Arcy.” It is understood that the original D’Arcy account team will be kept on to handle the advertising.

Holland adds that advertising in 2003 will be a “campaign evolved from our existing copy strategy” and stresses that there are no plans to bring back the iconic “Tea Folk”.

Despite reports to the contrary earlier in the year, the company claims the Tetley brand has grown by 6.8 per cent since its relaunch in March.

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