Pukka starts something beautiful
By Emmie Spencer. Published 06-07-12
After six brilliant months working together, we’re delighted to announce the launch of Pukka’s new campaign ‘Create a Beautiful World’. As the herbal tea gurus reach their 10th anniversary this year, the campaign is not only a vibrant celebration of the natural world in which they grow their herbs, but aims to raise awareness of the company’s ongoing commitment to conservation – including a new partnership with WWF-UK, designed to raise more than £50,000 for the charity’s global projects.
Pukka are perhaps best known for their eclectic selection of organic, herbal teas – with each delicately illustrated packet adorning the supermarket shelves. But fewer people know about their work to make our world a more beautiful place. Each year, Pukka plant more than 20 million plants and trees, and invest in renewable energy, sustainable projects and reforestation programmes. And it’s this philosophy that’s formed the inspiration for their new campaign – helping people to enjoy a happier, healthier life whilst taking care of the world in which they live.
We’ve been working with Pukka for the past six months to create a campaign identity that works in harmony with the distinctive Pukka brand. This meant developing a compelling proposition – ‘Create a Beautiful World’ – and targeted messaging that inspires people to take action, whilst speaking to Pukka and WWF-UK’s work to make the world a more beautiful place. And then working with illustrator Oda Sonju to design a bespoke visual identity for the campaign – injecting bright, layered watercolours through intricate patterns of floral and natural world imagery to bring it all to life. We also delivered the digital strategy and microsite for the campaign, ensuring that Pukka, a brand that largely exists offline, can promote ‘Create a Beautiful World’ effectively online too.
As part of the ‘Create a Beautiful World’ campaign, Pukka have launched a delicious new Peppermint and Licorice tea pack – 20 pence from which will go towards WWF-UK’s conservation projects worldwide. But this isn’t the only way they want us to make our world more beautiful. They’ve also created a unique film competition – asking people to upload the photos or short video clips of what makes their world a lovelier place. By tagging this with #beautifulworld your photo or video could end up in the final Pukka film, due to be screened in November, and will also help you win lots of lovely Pukka prizes.
To find out more, visit the campaign microsite pukkaherbs.com/beautifulworld and help start something beautiful this summer.