PG Tips' Toy Tea Party Takes Small Steps to Sustainability

After becoming the first major tea brand to make the switch to biodegradable tea bags across its entire range, PG tips, Britain’s favourite cuppa, is investing in a substantial £3.8m ATL campaign to support the range and increase awareness around this new sustainable choice. 

The 30 second TV ad with sustainability at its heart airs this week and follows a young girl hosting a tea party where she tells her toy companions how each small sustainable choice can make a big difference. Not only does it highlight the confidence and ease younger generations feel about accepting change and the positive effects that come with it, it also touches on the benefits of ‘sharing a cuppa’ together.

This heart-warming story aims to encourage more people to make the switch to a more sustainable choice and ultimately reduce the impact of waste on our planet. This is especially important given that shoppers are now five times more likely to buy sustainable products and are demanding a cuppa that not only tastes good but does good for the planet.

Fiachra Moloney, tea director, Unilever UK&I said: “As the nation’s largest producer of tea bags it is our responsibility to lead the mainstream black tea industry on this important change.  Earlier this year, we completed the transition to biodegradable tea bags and now have the opportunity to shout about it in the hope that it will encourage other brands to do the same. With its warm and heartfelt message we want this TV campaign to encourage tea lovers to question what their tea bags are made of and if they can make the switch to a more sustainable cuppa. In the meantime, we are continuing to work hard to remove our plastic wraps and make our packs fully plant-based.”

The campaign was created by Lola MullenLowe, the lead creative agency for PG tips, which has taken an intimate and tender approach to telling the story of PG tips and its sustainable journey. This campaign follows PG tips and its commitment to making the switch to biodegradable tea bags as well as the move to plant-based packaging which continues to roll out across the range.

Tomás Ostiglia, executive creative director, LOLA MullenLowe Madrid added: “Working with small children might seem challenging but I admire how much they truly believe they can change the world for the better. It’s an honour to use the voice of such a young person, empowering her to be the messenger of positive change for a beloved brand like PG tips.”