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Look Beyond the Teabag

PR Campaign

Monday 7th September, 2026

Birchall Tea launched its first TV campaign to persuade Britons to rethink their everyday tea choices. The hook was a six-part film series shot in Rwanda and Kenya, showing the people, landscapes and conservation work behind its Great Rift Breakfast Tea, supported by YouGov research about entrenched tea-buying habits.

Why it worked: It flipped a boring staple into a values story using fresh YouGov data plus on-location East Africa films timed with a £1m TV debut.

The lesson: Consider pairing new consumer-behavior data with firsthand field footage to reframe a familiar product and anchor a timely broadcast moment.

Birchall Tea

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Coverage over time

How this story spread across the media

Publication	Headline	Date
thegrocer.co.uk	Birchall Tea takes to TV to persuade Brits to update tea habits	Monday 7th September, 2026

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Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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