We wanted to communicate with rugby fans in an innovative, compelling and engaging manner. In developing a ground-breaking partnership with The Daily Telegraph newspaper, we gave our team a national voice in the most established and recognised rugby environment. The ideal time to do this was around the highly-anticipated Autumn Internationals. We created a branded supplement and microsite, fully integrated into Telegraph editorial, bringing to rugby fans Team Tetley’s unique insight into these massive matches.

Following the campaign, spontaneous awareness of Tetley’s was three times higher amongst Telegraph readers than non-readers. Furthermore, 90% of Team Tetley’s readers viewed Tetley’s as a major supporter of English rugby. Tetley’s year-on-year buying audience increased by 60,000 and Tesco reported Tetley’s as the biggest growing ale brand over Christmas.