Principles Steeps into Success with PG Tips and Pukka Tea Win

A Leeds based agency has bagged a new client as its roster continues to grow.

Leading brand communications agency, Principles, has been appointed to work with market-leading brands, Pukka and PG Tips. The latest win for the team comes during a period of growth and prominent new client wins and senior appointments.

The agency has recently launched a refreshed proposition, centred around helping everyday brands become unforgettable via a framework designed to maximise effectiveness and delivering tangible business results.

Principles’ remit will now also include planning and executing strategic shopper comms for both brands, with the agency providing innovative ideas for all its new campaign launches.

Pukka Tea, owned by parent company, Lipton, is the market leader in herbal and fruit teas and is on a mission to continue driving more people into the category.

PG Tips, recently also acquired by Lipton, is undergoing a major brand relaunch after investing £40m into the state-of-the-art upgrade of its Manchester-based factory.

On Principles’ appointment, agency owner, Mike Hackett said: “We’re here to help make everyday brands unforgettable, so the opportunity to work with not one, but two great British tea brands is huge for us.

“Both brands are at incredibly exciting but very different points in their journey, so we can’t wait to put our principles into practice and help these two brands to be distinctive, entertaining, visible and consistent at every stage in their shopper journey.”

We’re here to help make everyday brands unforgettable, so the opportunity to work with not one, but two great British tea brands is huge for us
Mike Hackett

Heidi Williams, Marketing Manager at PG Tips said: “It’s an exciting time for us at PG Tips, we’re investing heavily into the brand and are on a mission to reignite the nation’s love for tea, through the launch of our new teabags and reformulated blends.

“It’s the perfect time for us to be partnering with Principles and are thrilled to be working with an agency that fully understands our ambitious vision and brand values; we’re looking forward to having them on board to support us on our brand journey.”

Laure de Chaisemartin, Marketing Manager at Pukka expands: “We were impressed with the team’s passion and expertise during the pitch process and are looking forward to seeing them support us at an incredibly important and exciting time.”

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