This January, Tetley partnered with Cancer Research UK, to sponsor its Dryathlon campaign for the second year, encouraging consumers to go ‘tea-total’ for one month, by swapping pints for a refreshing cup of Tetley.
Many consumers kick off the new year with healthy resolutions, and for Dryathlon participants, this meant cutting out alcohol in favour of healthier options.
Final figures are yet to be released, but the charity is aiming to raise £7.5m, reaching 85,000 participants this January. As part of its support package, Tetley helped Cancer Research UK to engage with participants through social media. To date this Tetley-specific content has reached 250,000 users, driving over 4,000 sign-ups to the Dryathlon campaign.
This was a great opportunity for foodservice operators to support their customers and drive tea sales by providing an appealing range of virtuous beverage alternatives, and taking advantage of increased awareness by supporting the event in their outlets.
By offering quality hot beverages, out of home operators can help to retain business in the quieter months. Because Tetley is the number one tea consumed at home, consumers are reassured by finding it on drinks menus when they dine out too.
Visit our food pairings page for tips on upselling light bites to health-conscious tea lovers. By opening up this extra stream of revenue, you’ll be able to ensure your profits remain healthy too.
Did your outlet take part in Dryathlon? Tweet us your progress @TetleyTeaOOH