Drinks brand, Twinings, has named a Leeds agency to lead its affiliate marketing strategy as it seeks to be viewed as a health and wellbeing drinks brand.
Wolfenden won a competitive tender process for the brief, as the 300-year-old firm looks to shift consumer perception from “just” being a tea brand.
“We’re in the middle of an exciting phase for the Twinings brand. We have such strong expertise in ethically and sustainably sourcing the best ingredients to deliver the best taste experience for our customers, and this next stage in our brand journey is all about raising awareness of this expertise as well as the benefits from a health and wellbeing perspective,” explained Twinings’ Channel Business Manager, Ali Goode.
“We chose Wolfenden to partner with for this arm of our activity as they demonstrated the opportunities for us to do this from an affiliate marketing perspective so well, with a proposed strategy which aligned perfectly with our wider content and marketing plans. We’re already enjoying collaborating with the Wolfenden team to help us achieve our vision.”
Twinings will be launching a number of new products around wellbeing, such as sleep and women’s health.
“We’re absolutely delighted to be partnering with Twinings on this exciting new phase for the brand. We’re an office of tea lovers and to be working with a brand as renowned and with as much historical significance as Twinings is a real honour,” added Wolfenden’s Managing Director, Daisy Wolfenden.
“We’re already working to build a diverse range of affiliates for the brand to work with which will introduce Twinings to a new space and help move the needle in terms of brand perception. We’re looking forward to an exciting year ahead!”