Clipper Teas has launched a new £1.5m campaign, in a bid to persuade consumers to enjoy a more “ethical” cup of tea.

Showcased across TV, video on demand, PR, social and out-of-home, the 360 campaign is set to run until 23 February.

It features a dancing bird and a song about the merits of choosing Fairtrade and organic tea, with the use of the tea brand’s strapline, “There’s Tea, Then There’s GOOD Tea.”

Highlighting that the key ingredient to a cup of tea lies in ethical and organic sourcing, the TV advert is expected to reach an audience of 12.4m people, surpassing its campaign last year.

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Ecotone UK Clipper Teas senior brand manager Hannah Southwick said: “We want to show consumers that they don’t have to give up anything to enjoy an ethical tea, especially great taste.

“Rather than telling or forcing, our campaign is about evoking joy and inspiration. We want to persuade more consumers to question their tea choices as not all tea is always fair, or natural, and reconnect them to nature. Because once people re-engage with nature, the more they see the benefits and want to do more to protect it.”

Clipper Teas’ new campaign follows parent company Ecotone recently promoting its chief marketing officer Bryan Martins to UK CEO, as recently departed chief executive Emma Vass was poached by dessert company Gü.

Speaking at the time, Martin said: “2025 is already shaping up to be an exciting year for all our brands – particularly Clipper Teas which is already the fastest-growing everyday tea brand, and Kallø which is at the forefront of innovation across multiple categories including snacks, stocks and cereals.”