Clipper rocks up at summer festivals
Clipper Teas is taking its tea to festival goers this summer in a bid to challenge expectations of tea drinking occasions.
Aiming to attract younger shoppers to the tea aisle, the brand is launching a limited-edition Wilderness festival pack with an exclusive giveaway designed to build brand affinity and connect with its millennial target audience.
From now until 10 July, consumers will have the chance to win 20 pairs of Wilderness festival tickets across special packs of Clipper’s Organic and Fairtrade Black Tea and Everyday Fairtrade Tea.
For the past two years, Clipper has been the official tea partner to Glastonbury Festival, serving cups of ethical tea from its iconic van. This year sees it line up appearances at three other major UK festivals – Ben & Jerry’s Sundaes in the Park, Wilderness and Happy Place Festival – giving it the potential to reach 45,000 festival goers and drive trial and awareness.
“We’re incentivizing shoppers with the chance to win Wilderness festival tickets, and taking our natural, fair and delicious tea out to them on the festival ground.”
“Thanks to its joyful brand identity, great taste and outstanding sustainability credentials, Clipper has strong appeal with younger consumers,” says Caroline Rose, brand controller at Clipper Teas’ owner Ecotone UK. “Not only do we give them a delicious cuppa, but shoppers also have the reassurance of fair wages and human rights for farmers and protection for nature, which aligns well with their values.
“To drive them to the fixture in store, we want to meet them where they spend their time and truly connect with them by offering unique experiences. That’s why this year, we’re incentivizing shoppers with the chance to win Wilderness festival tickets and taking our natural, fair and delicious tea out to them on the festival ground.”
The promotional activity follows a period of strong growth for Clipper, driven by its successful There’s Tea, Then There’s GOOD Tea multi-channel strategy launched in 2024.
By Jane Wolfe, contributor