Brian Turner
Brian Turner
Copywriter at CHI&Partners
London, United Kingdom
Campaign Wake Up - Typhoo
Advertiser Premier Foods
Brand Typhoo
Date of First Broadcast/Publication
Product Tea
Tagline Get back your 'oo' with Typhoo
Story The new "Typhoo v's" campaign depicts alternative morning 'wake-up' methods for families who have been asked to give up their typhoo. These include buckets of water, a cockerel and a drill sergeant. The ads all conclude that Typhoo is "The best way to wake up".
Philosophy All ads and sponsorship idents are shown between 6.30 and 9.30am. Sponsoring GMTV completes the 'owning the morning cuppa' strategy. The campaign launched in January 2004 and although there are no firm sales results available yet, qualitative feedback from GMTV viewers and other audiences such as the trade has been very positive.
Problem The problem Typhoo faced was that like most tea brands, Typhoo has no real product USP. CHI was briefed to find a big idea that allowed Typhoo to own an emotional territory that would motivate drinkers to purchase. The strategy aimed to own a specific tea moment in peoples’ days - their first cup. This cup could be at 6, 7, 8am or even later in the morning - whenever it’s drunk it is fundamental to kick starting the day and nothing can beat it.
Media Type Television
Creative Director
Art Director
Production Company Producer
Production Company
Editing Company
Post Production VTR
Post Production
Sound Production
Creative Director
Creative Director
Agency Producer

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