Bushells is Australian for tea and Think HQ is making that an asset with new packaging and a campaign, Your Come Back Cuppa, for the 130 year-old brand.
The hero commercial features a kangaroo and kookaburra depicted on the historic tea tins as Tin-fluencer characters, Kooks and Rizzo. Their Aussie charm, Aussie humour and (cringeworthy) Aussie accent banter positions Bushells tea as “comfort food”, a community facilitator, and a good, honest cuppa. Kooks and Rizzo feature as the faces of the campaign in films running across TV and socials.
The agency commissioned renowned Australian artist Margaret Hadfield to capture the brand in an original landscape painting inspired by 1950s Bushells tea tins, echoing the classic hand-drawn advertising posters that Bushells is famous for, while at the same time celebrating Australian landscape and local Aussie talent. The art is featured across campaign creative, including as posters in OOH executions, and at point of sale.
The campaign tagline, Your Come Back Cuppa, is anchored in memories of Bushells as the tea Aussies come back to, including through its deep connection with community culture.
“Pulling into a rest stop during a long drive through the Australian landscape to be greeted with a warm cup of Bushells tea is deeply ingrained in many Australians’ collective memories. By anchoring the relaunch in this powerful legacy, and drawing inspiration from its heritage for the creative, we’re reminding Australians that Bushells is more than just tea – it’s a trusted part of the journey, past and present,” stated Think HQ creative director, Wellison D’Assuncao.
Robby Lowrey, country head Australia, Lipton Teas and Infusions, added, “We’re proud of our continued support and investment in an iconic brand for generations of Aussies, and genuinely excited to see Kooks and Rizzo bring Bushells to life with this latest campaign. We love how the concept pays homage to the brand’s heritage – from our characters, to our collaboration with Margaret Hadfield whose artistic style is so reflective of everything that Bushells represents.”
The full campaign includes a behind the scenes ‘making of’ series for socials, and signed and numbered prints.
The campaign is Think HQ’s first work for Bushells. The agency added the brand to its roster as part of an expanded remit that also included herbal tea brand Pukka, after retaining the Lipton Teas and Infusion business in a competitive pitch in late 2024.
Credits:
Client: Lipton Teas and Infusions [Bushells]
Country Head: Robby Lowrey
Marketing Manager: Sarah Shen
Brand Manager: Anna Kiernan
Agency: Think HQ
Founder & Managing Director: Jen Sharpe
General Manager Sydney: Lorraine Jokovic
Creative Director: Wellison D’Assuncao
Copywriter: Ben Ryan
Art Director: Donna Kalish
Graduate Art Director: Natalie Rutkowska
Junior Designer: Phoebe Lim
Head of Strategy: Waqas Tahir
Account Director: Tina Paul
Account Executive: Iria Bello
Group Account Director PR: Blake Mason
Senior Account Manager PR: Evie McCullough
Account Director PR: Tom Hines
TV Production: Wayward Films
Social Content: Crux Media
Margaret Hadfield: Artist
