Bell Tea rolls up its sleeves in a new campaign via Whybin\TBWA New Zealand and Assembly

In its first round of work for new client, Bell Tea, Whybin\TBWA New Zealand will launch on Sunday a 60″ brand TVC that celebrates the historic notion that a ‘cuppa’ break works wonders for Kiwis when it comes to rolling up their sleeves and getting things done.

Whybin\TBWA’s chief creative officer, Toby Talbot, says that as the agency researched the brand’s extraordinary heritage from its earliest origins in Dunedin in 1898, it became clear that Bell Tea was somewhat of an unsung hero.

TVC available on Sunday.

Says Talbot: “Let’s be honest, our nation wasn’t built on a soy latte.

“Bell has been front and centre as the staple drink of Kiwis for over 100 years and we felt there was a unique opportunity to hero the true power of the ‘cuppa.’

“Even more encouraging was when we unearthed some incredible archive footage which we’ve cut into the commercial itself. And full credit to the Assembly team who did an outstanding job of re-creating original scenes.”

Bell Tea marketing director, Michaela Dumper, is confident the decision to play off their heritage and kiwi provenance is the right choice to standout.

Says Dumper: “We’re the only major tea brand that actually blends and packs our tea in New Zealand especially for New Zealanders.

“Bell’s unique taste attributes have long been popular with Kiwis and I’m particularly happy with how the TVC captures the renewed vigour and enjoyment that comes from a good cuppa.”

The campaign will launch with the TVC supported by 30″ and 15″ cut downs and be on-air from the 3rd of November for five weeks.

Look out for the refreshing new Bell Original tea pack design, which can be seen on shelves in late 2013.

Peter Hobbs (Harmonic Studios) – Original Music Composer