Magic Light Pictures has signed a licensing deal with Yorkshire Tea for The Gruffalo to become the face of the tea brand’s Yorkshire Tree campaign.
This is the first time a FMCG brand has formed a promotional licensing agreement with The Gruffalo brand.
The national Yorkshire Tree campaign launched on March 6th to support Yorkshire Tea’s five year pledge to plant one million trees; 500,000 in the UK and 500,00 in Kenya.
As part of the campaign a Gruffalo themed microsite and interactive game will be created, and downloadable assets will be made available to engage consumers above and beyond the tree planting.
Yorkshire Tea has also partnered with The Woodland Trust to plant thousands of trees throughout the UK this week for Tree Planting Week, with a total of 100,000 being planted in 2015.
To encourage children to get involved, ten schools across the UK will be visited by The Gruffalo who will be helping children to plant their own trees. The campaign will also be supported by PR and on-pack promotion later on in the year.
“The Gruffalo is a cherished brand and has been entertaining families for 15 years," said Daryl Shute, brand director at Magic Light Pictures.
"This is the first time we’ve partnered with a brand such as Yorkshire Tea and we were really keen to get involved, as it’s evident that they share the same ethical ambitions we do. This activity really brings together some of the Gruffalo’s core values; education, literacy and the power of storytelling. We’re looking forward to working with Yorkshire Tea and seeing where this new venture may take us in the future.”
Tom Blair, brand manager at Yorkshire Tea, added: “The character and story of the Gruffalo really brings to life the rationale for the tree planting and the story of our pledge.
"We think that this, coupled with The Woodland Trust’s schools network will really help us engage the next generation in the importance of trees and in doing so, and demonstrate to their parents that Yorkshire Tea is the proper brew that makes a proper difference.
“We’re confident that our association with The Gruffalo brand will give us a way to talk to a broad number of consumers in an engaging way to get more people to care about our values and the environment.”