Campaign Media Awards 2007: Best Alcoholic Drinks Campaign

Title: Tetley's Team Talk
Media agencies: Create @ Telegraph Media Group, OMD
Media directors: Graeme Adams, Sarah Newton
Media planner: Simon Taylor
Creative agency: Create @ Telegraph Media Group
Creative director: n/a
Account planner: Dan Yeadon
Client: Carlsberg UK
Brand: Tetley's
Marketing director: Darran Britton
Media brand manager: David Caffrey

Tetley's had a long association with rugby as the sponsor of the RFU for a decade. After this ended in 2005, the company wanted to re-engage rugby fans but with the challenge of no longer being the official beer of English rugby. Taking advantage of changing player rights, it formed a unique Tetley's-branded team and signed a partnership with The Daily Telegraph, giving it a presence in the newspaper and on a microsite, fully integrated into Telegraph editorial. Research showed that among Telegraph readers, the vast majority that was aware of the campaign agreed Tetley's was still a major supporter of English rugby.