What moved (Oct '25 – Sep '26)
| Metric | Oct 2025 → Sep 2026 | Change |
|---|---|---|
| Awareness | 85% → 92% | +7pp |
| Consideration | 50% → 60% | +10pp |
| Claimed Usage | 25% → 30% | +5pp |
What's behind the growth
PG Tips' brand-building has centred on its Monkey mascot, across TV, packs and pop culture. It started on TV, where Monkey returned in May 2025 in a campaign from agency New Commercial Arts. The campaign was backed by an £8 million spend and is a comedy spoof of celebrity family reality shows, with Emily Atack playing his wife.
Monkey then moved into fashion. He went viral on social media during London Fashion Week in September 2025, with fans asking how to get one. PG Tips responded by giving away a limited number of Monkey handbag charms on Instagram, building on the popularity of collectible charms such as Pop Mart's Labubu. Marketing Controller Heidi Williams said, "We always knew Monkey had star quality, and now the fashion world has finally caught on – and gone utterly bananas!"
Limited-edition products followed in November 2025 with knitted-inspired tea packs, which Elle Barker, UK and Ireland CMO for Lipton Teas & Infusions, called "a fun, festive twist on a proper cuppa". In December it added a £39.99 Christmas jumper featuring Monkey and offered via its Meta Shop.
Partnerships followed in 2026. In February Pladis, which makes McVitie's, launched a shopper promotion pairing its biscuits with PG Tips tea across grocery retail, building on Kantar Worldpanel research that 65% of Brits pair sweet biscuits with tea. In May 2026 PG Tips also teamed up with Disney+ on a competition for the series Rivals, to support the launch of the show's second season.
