Elvis scoops Tetley tea below-the-line account

Tea brand Tetley has appointed Elvis to handle its below-the-line business, following a three-way pitch.

It is understood the agency, which is aligned to Miles Calcraft Briginshaw Duffy (MCBD), pitched against Tullo Marshall Warren and Navigator. It is not thought EHS Brann, which has worked on Tetley’s direct marketing in the past, was involved in the pitch.

Elvis will work with Tetley project by project, starting with a direct mail campaign for the brand’s “special teas” range.

MCBD was appointed to handle Tetley’s &£8m advertising account in May last year. Marketing Week revealed last February that Tetley was ending its long-standing relationship with Leo Burnett (MW February 19, 2004).

Tetley said at the time it was “time for a change”. MCBD was chosen to handle the business ahead of Campbell Doyle Dye.

The agency created its first television campaign for the brand in September. The ad was for Tetley’s range of fruit, herbal and green teas and featured actress Kim Cattrall. It introduced the strapline “positively Tetley”.

Earlier this year, Tetley revamped its Decaf brand to convince customers that it tastes as good as ordinary tea. It reformulated and repackaged the product in an effort to increase its share of the decaffeinated tea market, which is worth about &£21m.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here