WIRRAL-based Typhoo Tea has launched new packaging that has been signed by its celebrity brand ambassador, Nigella Lawson.
It is the latest phase of the 'Typhoo Moments’ campaign, running alongside the firm's TV advert featuring Nigella, which is currently on air.
The world-famous firm, which employs 300 people and has been producing tea in Moreton since 1978, it will inspire customers to "share their recipes for great tea moments."
The endorsement on pack reads features the recipe for Nigella’s Typhoo Moment: "The recipe to my tea moment is simple, take a lazy Sunday morning, a pinch of peace and quiet, and a cup of Typhoo Tea."
Nigella said: "Typhoo has always been my everyday tea of choice, so when I was approached to work with them, it felt like a natural and happy fit.
"Everyone who knows me knows I never go anywhere without Typhoo in my handbag and I never leave the country without a box in my suitcase.
"Everyone has their own way of savoring a moment of peace and quiet, and for me it’s over a cup of tea, my essential luxury.
"A slice of cake is an indulgent extra ..."
Typhoo chief executive Somnath Saha said: "We are continuing to build our long term partnership with Nigella and amplify the 'Typhoo Moments' campaign through our exciting new Nigella-endorsed packs which are rolling out across the core Typhoo range.
"Our key business focus is to serve great quality cups of tea to the nation, at the best possible price.
"We are also excited to announce that we will soon be releasing the exclusive Nigella Chocolate Cake Recipe that features in our advert.
"This will be available to our shoppers very soon and we are superbly proud to have such a great recipe that has been invented by Nigella exclusively for Typhoo, to perfectly match a cup of our tea."
The Typhoo Moments campaign celebrates the fact that a humble cup of tea can mean something different to everyone.
Typhoo's aim is to encourage consumers to identify and savor their moment: "We want to inspire tea lovers across the UK to take a second to celebrate one of life’s simple pleasures and enjoy a great moment with a great brew."
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