Tetley's celebrates Rugby League’s Challenge Cup sponsorship with story-driven social media campaign

Tetley’s brand manager Dominique Shirman explained: “The Tetley’s brand has had a long association with Rugby League and our sponsorship of the Tetley’s Challenge Cup presents another opportunity for us to connect with our consumers and rugby fans. This year we wanted a social media drive to connect and engage with a new generation of consumers. The Marketing Store has produced a very exciting campaign to take that interaction forward and also push our commitment to grass-roots Rugby League clubs.”

An ECRM campaign will encourage community Rugby League clubs to join the online conversation, as well as a weekly ticket prize draw, to win Tetley’s Challenge Cup game tickets for anyone who enters the campaign.

The Marketing Store’s social engagement manager, Shelley Portet, said: “Rugby League has a strong community spirit built by years of storytelling, and the Tetley’s ‘Pass it On’ campaign positions Tetley’s as part of this tradition. This is a really exciting opportunity for the brand to take its sponsorship of the Tetley’s Challenge Cup into a more authentic space.”

As well as online, the campaign is being promoted in the on and off-trade with POS and promotional packaging.