Independent creative agency Special London has been selected as the global agency partner for popular fruit and herbal tea and infusions brand Pukka.

The move follows a competitive pitch process in which Special London won out against three other rival agencies, with its remit now to help drive the Lipton Teas and Infusions-owned brand’s growth plan across key markets.

According to the tea outfit, the agency secured its account after demonstrating the range of its creative strengths and its expertise in being able to connect brands to culture.

“We are looking to bring a fresh cultural lens to the brand, strengthening Pukka’s relevance amid the challenges and stresses of today’s world,” Pukka global brand equity and comms head, Eileen Smith said.

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“The team at Special London shared some very exciting ideas during the pitch process. We can’t wait to get started and together take the purpose-born Pukka brand to the next level.”

Founded in 2001, Pukka Herbs operates across the UK and the majority of EU markets, as well as maintaining a presence throughout the US, Canada and Australia.

Special chief strategy officer, Emily Harlock added: “Pukka is a beautiful brand – inside and out. It punches above its weight at fixture so we’re really happy to be able to help the brand find its voice culturally and creatively.

“The client team is brilliant with big ambition for the business and brand. Our chemistry was great from the beginning, and the teas are delicious to boot.”