In an “ambitious plan” to become the top tea brand in the UK, Tetley is running a £10m marketing campaign.

The campaign kicked off with a new TV ad, which includes the strapline ‘It starts with tea’, and is scheduled to run for eight weeks until March, with a second burst in April.

The activity will also include digital and print ads, as well as social media and in-store activity.

Tetley products will also receive a packaging revamp, with the new packs making a clearer distinction between types of tea to help shoppers choose faster.

Andrew Pearl, director of customer & shopper marketing, said: “The tea industry is at a pivotal point in its history and we can either sit back and wait for the lifestyle choices of our aging population to impact consumption levels in tea or step up and take action to invigorate the tea market now.”