Twinings shifts brand identity via Leeds based digital marketing partnership

British drinks brand Twinings has chosen Wolfenden to lead its affiliate marketing strategy, as part of a wider long-term plan to further elevate its awareness as a “leading” health and wellbeing drinks brand.

Twinings, a 300-year-old company founded in London by the Twining family, is on a mission to “make wellbeing enjoyable and accessible to everyone”. The brand’s partnership with digital marketing agency Wolfenden marks a step towards shifting the perception of Twinings from a tea brand to a leading health and wellbeing brand.

Following a competitive tender process, Wolfenden was appointed to manage Twinings’ affiliate marketing strategy on the strength of the agency’s understanding of the brand brief and ability to align affiliate marketing opportunities alongside it.

Famous for its English Breakfast tea and having invented Earl Grey, Twinings makes the appointment alongside an array of new product launches to support customers with wellbeing needs, such as sleep and women’s health.

Twinings’ channel business manager, Ali Goode, commented: “We’re in the middle of an exciting phase for the Twinings brand.

“We have such strong expertise in ethically and sustainably sourcing the best ingredients to deliver the best taste experience for our customers, and this next stage in our brand journey is all about raising awareness of this expertise as well as the benefits from a health and wellbeing perspective.

“We chose Wolfenden to partner with for this arm of our activity as they demonstrated the opportunities for us to do this from an affiliate marketing perspective so well, with a proposed strategy which aligned perfectly with our wider content and marketing plans. We’re already enjoying collaborating with the Wolfenden team to help us achieve our vision.”

Wolfenden’s managing director, Daisy Wolfenden, added: “We’re absolutely delighted to be partnering with Twinings on this exciting new phase for the brand. We’re an office of tea lovers and to be working with a brand as renowned and with as much historical significance as Twinings is a real honour.

“We’re already working to build a diverse range of affiliates for the brand to work with which will introduce Twinings to a new space and help move the needle in terms of brand perception. We’re looking forward to an exciting year ahead!”

By Matthew Neville – Senior Correspondent, Bdaily

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