Clarion Communications wins Lipton consumer brief

Lipton Teas & Infusions has appointed Clarion Communications as its retained consumer agency after a competitive pitch. The agency will expand its remit to cover consumer communications for the company’s Pukka and PG tips brands, in addition to its existing trade work.

Clarion already manages trade PR for Lipton Teas & Infusions, working with retailers across grocery and convenience channels through thought leadership and category initiatives. The new mandate adds consumer responsibilities, creating a combined approach across business-to-business and consumer audiences.

Elle Barker, UKI CMO at Lipton Teas & Infusions: "Clarion’s expertise shines through in the way they help us bridge our iconic products with both new and existing audiences – highlighting their distinctive qualities in a meaningful, thoughtful way that truly resonates. Their insight-led communications strategy and creative finesse aligned perfectly with our brief, showing a genuine grasp of our brand’s vision.

"We’ve been genuinely impressed by their trade expertise, and their consumer team brought real strength with standout news generation and influencer campaigns. It’s rare to find an agency that performs so well in both trade and consumer spaces. The chemistry we’ve enjoyed and the seamless collaboration with their team make them, without question, the perfect partner to elevate our brands."

Clarion Communications currently manages both consumer and B2B communications for nearly half of its clients. The agency will now apply this dual expertise to Lipton’s portfolio.

Rebecca Wainwright, Managing Partner, Clarion Communications: "This expanded partnership with Lipton Teas & Infusions truly brews up an exciting new chapter for us! Having cultivated a strong relationship and deep understanding through our trade expertise, we’re absolutely delighted to now bring our consumer and influencer marketing prowess to beloved brands like Pukka and PG tips.

"Our unique ability to connect the dots between B2B and B2C strategies, coupled with our proven press office capabilities, strong journalist relationships, and compelling news generation skills, means we can craft narratives that resonate not just with retailers, but directly with the hearts and minds of consumers. We’re incredibly excited to get started, leveraging this holistic understanding to amplify Lipton’s iconic brands and ensure their stories are told compellingly across every touchpoint."

www.clarioncomms.co.uk

www.liptonteas.com

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