Tetley’s on-pack promotion to find ‘missing’ tea folk member Sydney has ramped up a notch with a £1.7m media campaign by Dare set to include TV, VoD, radio airtime, OOH and social media.
The MediaVest campaign will consist of 10 and 20 second adverts, which will run until November, with Liquid Thread creating an integral partnership with Smooth Radio UK.
The Tetley Tea Folk’s Facebook page and Twitter feed will host weekly competitions to extend brand engagement beyond TV into social media.
Steve Parker, MD at MediaVest, said: “We are delighted to extend our long-standing relationship with Tetley for another fun campaign. It is great to work with such iconic characters as the Tetley Tea Folk and this cross-platform campaign provides an exciting way for consumers to remain engaged with the brand.”
Michelle Jee, senior brand manager for Tetley, said: “We are very excited about the launch of the Find Sydney campaign and can’t wait for Sydney to be reunited with the rest of the Tetley Tea Folk. This is our largest on-pack campaign for many years and we feel that together with MediaVest we have created an exciting and truly integrated marketing support campaign to drive the Tetley brand.”