BJL Group and ZenithOptimedia triumph in Typhoo Tea strategy review

Typhoo Tea has appointed BJL Group to its £4.5m advertising account and has retained ZenithOptimedia to handle media planning and buying. It follows a three-way pitch that did not include advertising incumbent CHI & Partners.

The review was called in March as part of a review of the brand’s strategy following its acquisition by Indian tea company Apeejay Surrendra Group two and a half years ago (MW March 20).

CHI & Partners pulled out of the review in April after deciding against pitching both the advertising and media business (MW April 10).

It is thought that Manchester-based BJL Group will be briefed to create one-off TV ads for Typhoo’s range of products in a bid to challenge rivals such as PG Tips.

The tea brand’s advertising changed hands four times in four years before CHI won the business at the end of 2001. The account moved from Delaney Fletcher Bozell to Saatchi & Saatchi in 1997 but returned to DFB after just six months.