Typhoo Tea-owned herbal tea brand Heath & Heather has appointed HeyHuman as its lead creative agency following a competitive pitch.
The agency will roll out a new marketing strategy that will run across content, experiential, OOH and social media initiatives and will launch after the summer.
Heath & Heather is looking to broaden its appeal, encouraging a new, younger audience to explore its range of teas. Traditionally the teas have been sold solely through Holland & Barrett and independent health trade, but the increasing focus on healthy lifestyles has created a growing opportunity.
The company expanded into London retailer Planet Organic earlier this year, and also is in discussions with a number of major UK retailers to create wider distribution.
HeyHuman’s work will build on the existing brand imagery while also adding what it calls a “new, fresher marketing approach”.
Heath & Heather brand manager Lucy McLean said: “The growing focus on healthy eating and drinking among the young is a huge opportunity for herbal teas, which utilise natural botanicals to help people restore and maintain a healthier, happier lifestyle. We brought HeyHuman on board to help broaden our appeal beyond our traditional heartland of older consumers. HeyHuman understands that the right blend of digital, OOH and experiential activity is like the right blend of herbs in one of our teas: it creates a better, more appealing whole.”
HeyHuman managing partner Liz Richardson added: “Heath & Heather has immense potential to seize more of the healthy lifestyle market. Green and herbal teas are growing in popularity and the brand has unparalleled expertise in providing infusions that are both good for you and taste great.”
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