Britain loves its tea, but few of us think about where it comes from. On National Tea Day, we turned new research into a story for Hope & Glory: 65% of Brits drink tea regularly and 83% see it as a Great British institution, yet only 24% care where their tea comes from and just 10% actively buy Fairtrade. We put the brand's tea master on air across a radio day of interviews, explaining how choosing Fairtrade means fairer pay, safer conditions and workers' rights for tea farmers. The broadcast PR campaign secured 13 items of radio coverage reaching 1.4 million, including BBC Radio Three Counties.
13Items of coverage
1.4 millionCombined reach
1h 54mTime on air
Listen
BBC Radio Three Counties · 7m 33s
0:00 / 7m 33s
The story
Hope & Glory, National Tea Day
The aim
Hope & Glory wanted to explain what Fairtrade and sustainability really mean in tea and encourage more people to choose ethically sourced tea.
The message
Choosing Fairtrade means fairer pay, safer conditions and workers' rights for tea farmers. Tea drinkers can make a difference with every cup they buy.
The angle
On National Tea Day, new research found 65% of Brits drink tea regularly and 83% see it as a Great British institution. English Breakfast is being challenged as younger drinkers want more choice, and only 24% care where their tea comes from, with just 10% actively buying Fairtrade.
On air
The brand's tea master
The result
13 items of coverage reaching 1.4 million, including BBC Radio Three Counties.
About National Tea Day
National Tea Day falls on 21 April each year. It was set up in 2015 to celebrate Britain's love of tea, and tea brands, cafés and retailers use it for offers, events and stories. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning National Tea Day for 2027?
National Tea Day next falls on Wednesday 21 April 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
