Have you seen Sydney? Well, thousands of people went looking for him in our £1.4m on–pack promotion for Tetley Tea, which exceeded sales targets by 20%.
We offered 50 prizes of £1,000 for finding Sydney in your pack of tea, and a further £800,000 of prize money through our online game to find the rest of the Tea Folk. The campaign was supported extensively through TV, outdoor, radio, in–store and on social media.
All brand equity measures showed a positive shift, the campaign won an IPM Award and thousands of people enjoyed a really good cup of tea.