TEA time

Gaudy images of lawn furniture and other “fake” items (plastic flamingos and ceramic Dalmatians) abound in a new trade campaign promoting Tetley tea as a natural alternative to powdered iced-tea brands.

The ads, created by Re:think Group of Stamford, Conn., break this week in trade publications targeting the hospitality industry.

“Tetley’s competitors say they brew real tea, but the truth is, they brew tea extracts filled with artificial gunk,” said Keith Goldberg, president of the nine-person shop.

The first ad reads, “Some people like fake stuff.” Underneath that heading are images of a ceramic dog, lawn flamingos and a man wearing a toupee. Under those visuals is the line, “85% of tea drinkers don’t,” along with a picture of a frosty glass of iced tea.

The effort is slated for magazines such as National Restaurant News, Restaurants and Institutions, Food Management, Restaurant Marketing and Restaurant & Hospitality. More print buys will follow, according to Goldberg.

Outdoor and direct mail executions are a possibility as well, according to the agency.