Nigella Lawson features in the new advert
Typhoo has teamed up with Nigella Lawson in its latest TV advert in a bid to boost sales and return to its former glory as one of the country's leading tea brands.
Nigella, a food writer and TV cook, is seen casually dressed in a white shirt and jeans sharing her recipe for her perfect tea moment in the advertisement.
The business is owned by Indian company the Apeejay Group, and the concept is centred around a lazy Sunday where Nigella curls up on the sofa with asteaming cup of tea and a slice of chocolate cake.
The company's new Typhoo Moments advertising campaign was launched lastFriday (15) on ITV’s Good Morning Britain as part of its £5million marketinginitiative which includes outdoor promotion and in-store pack activity.
Typhoo's partnership with the celebrity cook was sparked after she tweeted a picture of a box of the brands tea bags which she claimed was her staple travel companion in 2013.
Commenting on the pairing, Lawson, said:“Typhoo has always been my everyday tea of choice, so when I was approached to work with them, it felt like a natural and happy fit. Everyone who knows me knows I never go anywhere without Typhoo in my handbag and I never leave the country without a box in my suitcase.
"Everyone has their own way of savouring a moment of piece and quiet, and for me it’s over a cup of tea, my essential luxury. A slice of cake is an indulgent extra…."
Somnath Saha, CEO of Typhoo said: “The British love affair with tea is a serious business and we pride ourselves on producing such a great tasting brew. We are delighted to have Nigella’s quality seal of approval on Typhoo as her every day tea of choice. We hope consumers will be inspired by our advert to share and celebrate their own recipes for great tea moments.”
Typhoo currently commands around 10 per cent of the UK tea market and the new campaign is part of concerted effort to increase the brand’s market share.