Typhoo Tea is reviewing its £4.5m advertising and media accounts. The incumbent agencies CHI & Partners and ZenithOptimedia have both been invited to pitch for the businesses.
The review is in its early stages and it is understood that CHI is keen to convince the brand to integrate the accounts into one agency.
CHI launched a media offering late last year and already handles the media for Tiger Beer and The Carphone Warehouse (MW January 17).
Rachel Ayre, marketing manager for Typhoo Tea, says while it is happy with its agency arrangements, it is carrying out the review as part of its ongoing strategy. It follows the brand’s acquisition by Indian tea company, Apeejay Surrendra Group, two years ago.
Apeejay acquired the brand from Premier Foods for £80m in October 2005. The group also has businesses extending into retail, real estate, financial services and shipping.
Typhoo’s recent marketing activity includes a tie-up with Twentieth Century Fox to support the Dr Seuss Horton Hears a Who film.
The brand changed its logo on 80g and 160g packs to Ty.whoo. Consumers also receive a Horton toy with the purchase of the specially branded 160g pack.
Typhoo launched a £4m TV campaign at the end of last year, created by CHI, highlighting the expertise that goes into making its products.