Twinings Tea wants nothing to do with Poundland’s teabagging elves

The wholesome tea brand 'had no involvement' with the discount store's controversial Christmas marketing campaign.

Brands are always trying to find innovative new ways to market their wares, especially in the competetive Christmas shopping market.

Poundland marketing execs decided on a racy elf campaign this year, showing a mischievous festive imp in various controversial images.

In a – now deleted – tweet, the discount store posted an image of the elf dangling a tea bag over a plastic doll’s face, with a box of Twinings Classics tea in the background, and the caption: ‘How do you take your tea? One lump or two?’.

Some Twitter users went into uproar, with one asking Poundland if they’d been hacked. (Zoe from the store’s social media team confirmed to one user that they hadn’t.)

Other users on the platform found it funny – but Twinings didn’t.

The British tea brand posted a tweet informing their customers that they had nothing to do with the elf, without giving Poundland a mention.

‘We are aware of an image that is circulating that misuses our product,’ Twinings’ tweet said.

‘This is to confirm that we had no involvement in this and that is is obvously not reflective of our brand values.’

Their people obviously got in touch with the pound store, as the company have posted a new image – minus the Twinings tea box, and a cheeky caption: ‘Spot the difference’.

Twitter reacted accordingly:

Other images in the controversial Christmas campaign include the elf playing (and clearly winning) strip poker, as well as one where he’s holding up a sign offering ‘free moustache rides’.

This isn’t the first time a brand has got into hot water over its festive marketing – last month Greggs had to apologise after replacing baby Jesus with a sausage roll in a nativity scene.

The image was in an advert for the food chain’s advent calendar – which featured a voucher for a sausage roll and a coffee behind every door.