Tetley began its summer season of brand activity this month with sampling and promotions as the major corporate sponsorship at the Tour de France celebrations in Sheffield.
As the only tea brand sponsor Tetley will have a high profile presence at Sheffield’s Peace Gardens with a pop up trade stand, chances to win prizes; mass product sampling; and Gaffer and his Teafolk crew in attendance.
Topping the sampling bill is the premium tea Tetley Estate Selection and latest green tea flavours Tetley Green Tea Mango and Passion Fruit; Peach and Apricot; Raspberry and Pomegranate, and Mint.
Two million cycling fans are expected to visit the park over the five days of the event where they can watch the stages of the Tour de France on giant screens as well as watch Tetley’s new ‘alien’ advert is aired as part of the broadcast.
The sponsorship forms part of Tetley’s programme to introduce its teas with a wider audience and to encourage tea drinkers to try different types of tea and add these to their shopping basket alongside their every day tea purchase. Support for the Tetley brand continues throughout the Summer with a £2m media programme including television and other media.