Tetley Tea has unveiled a new on pack promotion, asking consumers to help tea folk member Sydney, who has gone missing.
Created by Together, tea drinkers are offered a £1,000 reward if they find Sydney in their pack.
Jonathan Turner, partner at Together, said: “Tetley is a brand that people have an incredible amount affection for, so we were conscious that we had a huge responsibility working with what is essentially a national treasure.
“We feel that we’ve produced something that genuinely stands out on the shelf and offers a different and exciting experience to consumers in a highly competitive space.”
The promotion will feature on 10 million packs nationwide.
The campaign is also being run as part of Tetley’s ‘on the go’ business, with 750,000 promotional cups and game cards available in service stations, railway cafes and staff canteens.