Australia – Iconic Australian tea brand Bushells has unveiled a major brand refresh, spearheaded by a heritage-inspired campaign from communications agency Think HQ. Titled ‘Your Come Back Cuppa’, the campaign coincides with the release of a new packaging design and aims to reconnect the brand with its 130-year legacy of comfort, community, and tradition.
The campaign taps into nostalgia with a creative strategy that blends past and present. At its heart is an original landscape painting by celebrated Australian artist Margaret Hadfield, whose work draws from the look and feel of 1950s Bushells tea tins. The artwork features prominently in the campaign’s creative assets, including outdoor advertising and point-of-sale materials.
Think HQ has also introduced animated characters “Kooks” the kookaburra and “Rizzo” the kangaroo—reimagined from Bushells’ historic packaging—as the campaign’s modern-day “Tin-fluencers.” The duo appears in animated spots running across TV and social media platforms, injecting a playful narrative into the brand’s new chapter.
“The image of pulling into a rest stop and being greeted with a cup of Bushells is deeply rooted in many Australians’ memories,” said Think HQ Creative Director Wellison D’Assuncao. “This campaign channels that emotional connection to remind Aussies that Bushells isn’t just tea—it’s a trusted companion on life’s journey.”
Meanwhile, Robby Lowrey, country head for Australia at Lipton Teas and Infusions, echoed the sentiment, praising the creative approach, commenting, “We’re thrilled to see Kooks and Rizzo bring the Bushells story to life. The campaign not only honours our heritage, but also connects with new audiences through engaging, culturally relevant storytelling.”
In addition to traditional media, the campaign includes social content such as a behind-the-scenes mini-series on the making of Hadfield’s artwork, and limited edition signed prints used in promotional efforts.
This marks Think HQ’s first major campaign for Bushells since winning the Lipton Teas and Infusions account—along with the Pukka herbal tea brand—in a competitive pitch at the end of 2024.
The fully integrated campaign is now live across television, out-of-home, and digital channels.
