Magic Light Pictures has signed a licensing deal that will see its The Gruffalo publishing property become the face of Yorkshire Tea’s new brand campaign.
Branded “Yorkshire Tree,” the campaign is in support of Yorkshire Tea’s five year commitment to plant 1 million trees (half in the U.K., half in Kenya, a source of its tea).
“The Gruffalo is a cherished brand and has been entertaining families for 15 years. This is the first time we’ve partnered with a brand such as Yorkshire Tea and we were really keen to get involved, as it’s evident that they share the same ethical ambitions we do,” says Daryl Shute, brand director, Magic Light Pictures. “This activity really brings together some of The Gruffalo’s core values; education, literacy and the power of storytelling. We’re looking forward to working with Yorkshire Tea and seeing where this new venture may take us in the future.”
Yorkshire Tea will create a special The Gruffalo-themed microsite, complete with interactive game and downloadable assets, to engage its customers. The Gruffalo will also visit 10 schools across the U.K. to help children plant their own trees in support Tree Planting Week, March 9-13. For Tree Planting Week, Yorkshire Tea has partnered with The Woodland Trust to plant trees throughout the U.K.
“The character and story of The Gruffalo really brings to life the rationale for the tree planting and the story of our pledge,” says Tom Blair, brand manager, Yorkshire Tea. “We think that this, coupled with The Woodland Trust’s schools network, will really help us engage the next generation in the importance of trees and in doing so, and demonstrate to their parents that Yorkshire Tea is the proper brew that makes a proper difference. We’re confident that our association with The Gruffalo brand will give us a way to talk to a broad number of consumers in an engaging way to get more people to care about our values and the environment.”