FridayOL

Iconic Australian tea brand Bushells is back with a revitalised look and a heartwarming campaign, thanks to the creative minds at Think HQ. The agency has relaunched the Bushells pack, cleverly positioning it as 'Your Come Back Cuppa' – a comforting ritual for everyday moments. But this isn't just a packaging refresh; it's a deliberate return to the brand's roots, celebrating the heritage that made Bushells a household name for generations of Australians.

Think HQ's strategy revolves around tapping into the powerful emotions associated with Bushells' history. For decades, Bushells has been synonymous with shared moments, family gatherings, and that familiar, comforting cup of tea. The new campaign beautifully evokes these memories, reminding Australians why they fell in love with Bushells in the first place.

More Than Just Tea: A Legacy of Australian Tradition

Bushells’ story is deeply intertwined with Australian history. Established in 1883, the brand has weathered economic shifts, social changes, and countless cups of tea brewed across the nation. Think HQ recognised the untapped potential of this rich narrative and decided to centre the campaign around it. The 'Your Come Back Cuppa' tagline subtly suggests a return to simpler times, a moment of solace and reconnection in a busy world.

The New Look: Modern with a Nod to the Past

The redesigned packaging retains a distinctively Bushells feel while incorporating a modern aesthetic. It's instantly recognisable, yet feels fresh and contemporary. The design cleverly integrates elements that pay homage to the brand's heritage, ensuring that loyal customers feel a sense of continuity while attracting a new generation of tea drinkers.

A Fully-Integrated Campaign: Reaching Aussies Everywhere

Think HQ has crafted a fully-integrated campaign that spans across multiple channels. From television and digital advertising to social media engagement and in-store activations, the message is consistent and compelling. The campaign aims to create a genuine connection with consumers, reinforcing Bushells’ position as a beloved Australian brand.

Why This Campaign Matters

In a market saturated with choices, authenticity and heritage are powerful differentiators. Think HQ’s campaign for Bushells demonstrates the effectiveness of leveraging a brand’s history to resonate with consumers. By celebrating its legacy and offering a comforting 'come back' moment, Bushells is poised to solidify its position as a staple in Australian homes for years to come. The campaign is a testament to the power of understanding your audience and delivering a message that speaks directly to their hearts.

“We’re incredibly proud to be partnering with Bushells on this exciting relaunch,” says [Quote from Think HQ representative - to be added if available]. “It’s been a privilege to delve into the brand’s rich history and create a campaign that truly captures the essence of what makes Bushells so special to Australians.”