PG tips has announced the launch of a new brand purpose initiative, Cuppas Taste Better Together, which aims to help reduce loneliness.

The Unilever brand will be working alongside mental health, community and wellness charities, Samaritans, Time To Change and The Big Lunch as part of the campaign, its biggest in five years.

“There are at least 9 million people feeling lonely on any given day and we will all experience it at some point in our lives. We want everyone to be open in talking about loneliness, and at PG tips we know that something as simple as inviting someone for a cuppa can make a huge difference,” said Fiachra Moloney, Tea Director at Unilever UK&I.

The Cuppas Taste Better Together campaign, kicked off with Samaritans’ ‘Brew Monday’ on 20 January, will see activities throughout the year.

Other activities later this year, include ‘Time to Talk Day’ on 6 February and The Big Lunch from 6 – 7 June.

The campaign will be supported by a £3 million media investment, with VOD, radio and social activations launching on Brew Monday and the TV advertisement airing from 1 February.

“We want our new TV, radio and social media campaign to help break the stigma around loneliness and encourage people to reach out to their friends, relatives and neighbours,” Moloney said.