Content Creation Agency

Social Media Marketing Agency

PG Tips – National Tea Anthem

objectives

Iconic British tea brand PG Tips wanted to align itself with a huge British cultural moment – the King’s Coronation. After all – what could be more British than the Coronation and a cup of tea?

Unlike the recent Jubilee, there were no limited edition products to talk about, so Smoking Gun was tasked to create a campaign that would provide the brand with sharable content for the social channels, and a PR story to generate national media coverage at a particularly crowded time.

strategy

Smoking Gun knew that every British brand would be aiming for a PR and social media campaign around the big celebration, so we had to create stand-out.

We brainstormed content that was performing well at the time and linked that with feel-good and patriotic moments that formed part of the Coronation; coming up with an idea of linking ASMR and the sounds of making a cuppa with the National Anthem.

execution

Smoking Gun worked with music producer Tarek Musa for a fresh take on the National Anthem to lift the nation with the dawn of a new monarch on the throne – as Brits got used to singing God Save the King.

Tarek, an award-winning music producer, recorded a range of sounds such as a kettle boiling, the box of PG Tips opening, the tinkling of the teaspoon, hot water being poured and sipping a cuppa to mix for the track fit for Royal-tea.

The result? A stirring rendition of the National Anthem, made entirely with the sounds of making a cuppa.

results

20,000 social engagements

The National Tea Anthem reel had strong engagement on both Instagram and Facebook, receiving 20,000 engagements and a reach of 105k – an ER of 18%

National media hits

5 piece of national media coverage included The Mirror and The Sun

Kudos for Smoking Gun

What’s more, Smoking Gun’s work was heralded in industry bibles PRWeek and Campaign, alongside brand giants Aldi, Tesco and Walkers Crisps

results

20,000 social engagements

National media hits

Kudos for Smoking Gun

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