WILLIAMSON LAUNCHES LIFEBOAT TEA IN WAITROSE
Lifeboat Tea is a premium single estate Kenyan tea is on-shelf in Waitrose and aims to raise over £200,000 a year to support the National Lifeboat Institution (RNLI).
The Williamson Tea brand, which has had a long standing association with the RNLI, has been reinvigorated with a striking new 80 tea bag pack design that clearly communicates its close union with the charity that saves lives at sea. It will be the first time the brand will be on sale in Waitrose.
Positioned as a refreshing cup of lifesaving tea, Lifeboat Tea has increased its donation from 4 to 7 pence for every pack sold. The funds will be put towards purchasing inshore rescue boats, as well as enhancing the training of the crew and support services.
Williamson Tea Managing Director Philip Magor comments: “We have a long-standing association with the RNLI that dates back to the tragic Fastnet race in 1979. Since then, Lifeboat Tea has been instrumental in raising significant funds to help save lives at sea. The new bold packaging stands out clearly on the shelf and we are confident that we will be able to generate truly sustainable funding for the RNLI so that it can continue its invaluable and voluntary service.”
Launch activity will be carried out in partnership with the RNLI at Cowes Week and Southampton Boat Show targeting RNLI members and supporters. The campaign will also be supported with a national PR campaign to communicate the benefits of Lifeboat Tea to a wider tea drinking audience.
Philip Magor continues: “When people drink Lifeboat, they can rest assured that not only will they experience a truly good cup of tea, but that each sip will benefit the RNLI as well as those working on the farms. Our tea is grown on farms that are Fairtrade certified and it is also accredited by the Rainforest Alliance, which works tirelessly to conserve biodiversity and protect the rights and welfare of workers, families and communities.”
Lifeboat Tea has a RRP of £2.09 and can be bought from Waitrose stores nationwide.
For more information visit, www.lifeboattea.co.uk
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