BJL has created a broadcast, online and instore campaign for Typhoo - its first work for the tea brand since being appointed to its ad account.

The Manchester agency picked up the seven-figure account from incumbent CHI last year.

Leading the campaign is a 60 second TV ad, which you can watch here on the new Typhoo website, also created by BJL.

The campaign introduces the new strapline, "Making Good Tea Since 1903" and a partnership with the The Federation of Disability Sport charity.

That partnership, 'The Typhoo Sports for All Programme', aims to fund 500 community sports coaches for the charity through a contribution from each pack sold.

Typhoo's CEO, Keith Packer, said: "We are very excited about this campaign as it reflects the values at the heart of our organisation and our dedication to produce the best quality tea as well as supporting the communities in which we work and live."

BJL's creative director, Billy Mawhinney, added: "Good tea, good value and doing some good was a simple and very motivating message for consumers and gives them a tangible reason to choose Typhoo over rival tea brands in a very competitive sector."

Media planning and buying has been handled by Mediaedge:CIA Manchester.