Skip to contentThe Lipton Lunch Club
The Brief
Lipton Iced Tea challenged us to help get Gen Z in the UK to choose Lipton as their go-to lunchtime refreshment. They wanted to stir up some buzz with consumers and media through an earned campaign, whilst showing how Lipton is a brand that “brings out the sunshine”.
The Insight
If we were going to get people to associate Lipton Iced Tea with lunchtime, we first needed to understand what “lunchtime” meant to our audience in 2024. And with lives becoming busier than ever before, data showed that people in the UK were not taking time off over lunch. Time for Lipton Iced Tea to step into the conversation and shine a light on the importance of lunchtime.
The Creative
Introducing The Lipton Lunch Club! A campaign to help Brits reclaim their midday meal.
First, we needed to show the scale of the problem, so commissioned a survey of professionals and their lunch break habits. National news desks went wild for our shocking statistics, including the fact 82% end up consuming their midday meal at their desk during a typical week, with over half of these (46 per cent) eating ‘al-desko’ most days.
Then it was time to help tackle the issue with the Lipton Lunch Club bus, a fun-packed double-decker that toured major cities across the UK. With outdoor games, a live DJ and of course bucket loads of Iced Tea, we helped people stop and take the time for a midday break.
We even enlisted plant-based chef and successful author, Rachel Ama, as ‘Lipton’s Head of Lunch’. Supporting Lipton Ice Tea’s mission, Rachel launched the Lipton Lunch Club bus, sharing her go-to lunchtime recipe as well as top tips for taking a lunch break.
The Results
34 pieces of coverage secured, including The Mirror, Daily Star, and PRWeek
337M total PR reach
3.8M social reach via media publishing socially and influencer content
100% of all coverage had campaign mentions
100% of all coverage had positive sentiment
44% of all coverage had campaign imagery
- Secured
34 pieces
of coverage - Over
337M
total PR reach - Achieved
16 pieces
of social content from event alone
“Working with Pangolin on the Lipton Lunch Club was a fantastic experience. They brought our vision to life, engaging Gen Z in a fun and refreshing way. The campaign generated over 337 million in PR reach, and the positive response was overwhelming. Pangolin truly helped us reclaim lunchtime and made it exciting again!”