The Brief

Grow Punjana outside Northern Ireland

Founded in Belfast by the Thompson family in 1896, now managed by third generation owners Ross and David, Punjana wished to extend its fortunes beyond Northern Ireland where it is number one and famed for its great taste.

The Solution

Migration from ‘Punjana’ to ‘Thompson’s Family Teas’

The Punjana name provided mixed blessings for brand expansion as consumers associated the name with budget Indian tea, despite the brand’s long family history of tea blending and its celebrated taste credentials.

Building on this legacy, we recommended the name migration to ‘Thompson‘s Family Teas’ and implemented the strategy to reposition the brand and leverage the family heritage and their blending expertise.

To retain loyal consumers, our original 2005 architecture was evolved and whilst Punjana is still the hero of the range, it has been demoted to a blend under ‘Thompson‘s Family Teas’.

The Solution

The latest brand incarnation was inspired by the company’s collection of 1930s posters.

There are now four core blends in the range, each with their individual back of pack story. The brand’s latest line extension commemorates the Titanic - the greatest feat of engineering ever achieved in Belfast.

The Results

UK nationwide distribution, iconic status and Pentaward winner

“BrandMe have been instrumental in re-branding our range of teas in a dramatic and effective way. They were passionate and intelligent, taking care to really understand our brand position in the market and not fearful of our reaction to their recommendations. We were brave, thank goodness!” Ross Thompson, Jt. Managing Director

Thompson's Family Teas has more than met its objectives and is now available in UK multiples, Morrisons and Asda. The brand was also appointed as the 'official tea provider' to the Titanic Belfast Museum, securing the exclusive contract to supply tea to the iconic building opened in March 2012.

It is also recipient of the prestigious International Pentaward 2013.

© 2014 BrandMe | Registered in England No 623 3081