PG Tips and Rainforest Alliance link up for common good

Challenge: Last year, PG Tips linked up with the Rainforest Alliance to source its tea from farms that met ethical, economic and environmental standards.

Client: PG Tips
Agency: MindShare
Lead planner: James Hart

Our challenge was to educate tea drinkers of the ethical benefits. Alongside an above-the-line campaign, MindShare led an all-agency team to develop communications, informing people of the association between PG Tips and the rainforests.

Strategy: People often switch off when faced with what they perceive as worthy messages. Our research told us that humorous content, such as America's 1950s Goofy films about the dangers of smoking, were most effective to convey serious messages. We had to be light-hearted and engaging.

Activity: We created a live film experience featuring "monkey" and negotiated hard with cinema contractors to get it screened in family movies over the Easter break. Working with the other agencies, we implemented a three-phase marketing programme, following a traditional film release approach. On the web, we seeded awareness via virals and MPU trailers across film sites such as IMDb and Yahoo Movies, and we promoted the chance to win tickets to the London film premiere via Facebook. The online marketing led to a microsite with film information and radio spots in the run-up to the opening weekend, supported in cinemas and on booking confirmation e-tickets. We also created a DVD featuring a 10-minute version of the film. This was given away on-pack with a film merchandised tea towel. TV and radio spots encouraged consumers in-store.

Results: About five million people have seen the monkey film - three million in cinemas, one million from special packs and a further 500,000 through the post. There were a further 500,000 views of the trailer online, delivering 10 million impressions in total. Awareness of the film on screen was 195% above the norm. Cinemagoers had far more knowledge of the Rainforest Alliance than those only exposed to the announcement campaign: 82% agreed that PG Tips cares about the people who work on its farms - an increase of 24% (source: CAA). -

James Hart, business director, MindShare

Send case study suggestions to:

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs


Gravity Road: new Bombay Sapphire Imagination Series 'exceeds' our 2013 Bafta win

Gravity Road: new Bombay Sapphire Imagination Series 'exceeds' our 2013 Bafta win

Bombay Sapphire has launched the second year of its 'Imagination Series' of five sponsored short films, after one from last year's series won a Bafta for Gravity Road in January.

Outdoor Campaign of the Month: Just Eat
[Sponsored feature]
Bauer launches daily football stats email The Equaliser

Bauer launches daily football stats email The Equaliser

Bauer Media has launched The Equaliser, a football-based daily email combining sports statistics and analysis, targeting desktop and mobile users.


Get news by email