Our on-pack promotion used shoppers’ nostalgic attachment to the Tetley Tea Folk as an incentive to pick up a pack. We invited shoppers to ‘Find Sydney’, seeding 50 Sydney characters in-pack that offered £1,000 instant wins. Each pack also featured a unique number, which consumers could enter online to win other cash prizes.
45% of polled consumers were aware of the campaign, a higher result than any Tetley activity ever. As a result, Tetley exceeded sales targets by more than 20% and saw an uplift in all brand equity scores and household penetration, giving an ROI of £1.20 compared to the FMCG average of 61p.