PG Tips

Maximising the
potential of charity
engagement

PG Tips
Monkey's Monumental Mission

Social

BRAND RELATIONSHIP

Maximising a "Best Friends" Relationship

Key Behaviour

Get tea drinkers to donate to Comic Relief’s Red Nose Day by buying PG tips.

Key Barrier

A decline in engagement for the product – conventional tea – plus a general charity fatigue.

Key Comparison

Giving by doing, rather than just paying out, e.g. Cancer Research UK’s Race for Life.

Monkey's Monumental Mission

We turned the well-liked PG tips brand mascot, Monkey,
into an active charity hero for Red Nose Day, by having him climb the Shard!

We asked our social media community to support Monkey’s charity climb, with highly entertaining videos of the stunt posted online at the heart of a multimedia campaign. This was carried all the way through to stores, where people could buy special packs with a contribution to raising money for Comic Relief.

Results

£1 Million

Raised for comic relief

96,7111.576 People

Reached in total

£814,650.30

PR value

Award Winning

MAA Best Award & The Drum Dream Award

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