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In Profile: Spode’s 250th Anniversary
The World’s Biggest Tea Party 2020 sees the Spode brand celebrate its very special 250th anniversary, with Portmeirion Group making a significant investment in launching a global social media marketing campaign - The World’s Biggest Tea Party - to build brand awareness and drive sales in this, the brand’s all-important year. Portmeirion Group’s global brand manager for Spode, Royal Worcester and Nambé, Sara Dickenson, tells PG&H why we all need to have the kettle on the boil, a Spode teacup in our hand and our smart phones at the ready! “There are very few British brands that can celebrate their 250th anniversary,” states global brand manager for Spode, Royal Worcester and Nambé, Sara Dickenson. It’s why for us, Spode’s 250th anniversary is an extra special occasion and one that we are going to be fanfaring very loudly this year.” Featuring the tag line ‘Stealing The Show Since 1770’, the concept will be setting out to drive home the message that using an item of Spode tableware is a special occasion in itself. “We wanted to tap
Licensing Goals Spode’s 250th anniversary in 2020 sees Portmeirion Group become licensors of their iconic designs. Explains Sara: “Our first Spode licensee is The Cambridge Satchell Company who have licensed Spode designs that will be appearing on satchels, bags and purses from April.”
into Britishness and British eccentricity, and decided that there was no better way to do it than through afternoon tea, especially when it’s enjoyed with friends and family,” explains Sara. “It’s a peculiarly British pastime, and has become a tradition over the centuries, becoming important to people all over the world. Today it’s a hugely popular way for people to get together - be it a cup of tea with a friend, or friends, or families enjoying afternoon tea to celebrate a special occasion.” She says that while Spode is a tribute to the traditional, it’s much more than that. “It’s a nod to quintessential British brilliance, as well as a marriage of British style and
Left: Sara Dickenson. Above: Spode Patchwork Willow cake stand. Below: Spode Blue Italian.
craftsmanship. Spode is heralded as a great British brand with an abundance of designs that resonate with the modern consumer. Craftsmanship and design heritage shine through in all the premium collections, and it’s why we want to bring a new audience into the brand while enthralling existing customers. We will therefore be setting out to re-ignite people’s passion for Spode on a global stage, as well as in the UK, raising brand awareness at a global level.” The central idea revolves around The World’s Biggest Tea Party with international marketing based around online and social media. Key will be a social media online
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