Bushells has launched a new campaign in partnership with integrated agency Think HQ, focusing on the brand's heritage.

Titled, 'Your Come Back Cuppa', the campaign is integrated across television, out-of-home (OOH), and social media platforms, and includes a new pack design.

Renowned Australian artist Margaret Hadfield was commissioned to create an original landscape painting inspired by 1950s Bushells tea tins. This artwork serves as a central element of the campaign, which aims to evoke memories of Bushells as a symbol of comfort and community in Australia.

The campaign features animated characters 'Kooks' and 'Rizzo', inspired by historical Bushells tea tin designs. These characters are described as 'Tin-fluencer' characters, intended to bring the brand's heritage to life.

Think HQ's campaign is their first work for Bushells, following their retention of the Lipton Teas and Infusion business in late 2024. The agency is known for its expertise in strategy, tech, creative, multicultural engagement, PR, and events, and is B-Corp certified, indicating a commitment to positive impact for clients and communities.

The campaign includes a 'making of' series for social media, as well as promotional activities featuring signed and numbered prints of Hadfield's artwork. This approach is designed to engage audiences across multiple platforms and reinforce the brand's historical significance.

Think HQ Creative Director Wellison D’Assuncao said: "Pulling into a rest stop during a long drive through the Australian landscape to be greeted with a warm cup of Bushells tea is deeply ingrained in many Australians’ collective memories. By anchoring the relaunch in this powerful legacy, and drawing inspiration from its heritage for the creative, we’re reminding Australians that Bushells is more than just tea - it’s a trusted part of the journey, past and present."

Country Head Australia for Lipton Teas and Infusions, Robby Lowrey, said: "We’re proud of our continued support and investment in an iconic brand for generations of Aussies, and genuinely excited to see Kooks and Rizzo bring Bushells to life with this latest campaign. We love how the concept pays homage to the brand’s heritage - from our characters, to our collaboration with Margaret Hadfield whose artistic style is so reflective of everything that Bushells represents."