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Bell Tea launches brand refresh via Havas New Zealand
Havas New Zealand has unveiled a new campaign for Bell Tea, marking the brand’s first significant refresh in more than four years.
Commissioned by JDE Peet’s New Zealand, the campaign introduces the new platform, ‘New Zealand is our cuppa tea’, a local creative direction designed to celebrate Bell Tea’s unique identity and longstanding connection to everyday life across Aotearoa.
With more than 128 years of heritage in New Zealand, Bell Tea continues to be a local presence in Kiwi homes, says JDE Peet’s New Zealand. The campaign elevates this point of difference at a time when the tea category is increasingly dominated by global competitors.
Grounded in authenticity
At the heart of the campaign are real and relatable stories capturing the small but meaningful moments where tea naturally belongs.
The work features locations across West Coast, Wānaka and Bay of Plenty alongside a locally produced original soundtrack. It also includes the Trekka, the only locally designed and mass-produced car ever made in New Zealand, as a symbol of local ingenuity.
The campaign started with a social media casting call looking for incredible, authentic stories from Kiwis all over the country. It received hundreds of entries showing how Bell Tea has been part of their lives for decades.
Relationship with Kiwis
Matt May, creative director at Havas New Zealand, says: “Most tea brands talk about flavour, wellness, energy or ritual. Bell Tea talks about New Zealand and its relationship with Kiwis.
“The toughest part of the project was choosing just three out of hundreds of real-life stories that feel unmistakably New Zealand. The TVCs are grounded in real people, real places and the small, familiar moments that a cup of tea has always been part of. ‘New Zealand is our cuppa tea’ is a multi-layered platform that carries a lot of meaning when you see it reflected back across the country.”
Nick Cowper, JDE Peet’s New Zealand general manager, adds: “Bell Tea holds a strong history in New Zealand, and we are proud to be a local presence still packing tea for New Zealander’s tastes.”
The campaign launched nationally on June 7, running across broadcast television, BVOD and social platforms, delivering broad reach alongside targeted digital engagement.
