ASA rule comes too late for Tetley health mailer

November 18, 2002

How long?

3-4 minutes

ASA rule comes too late for Tetley health mailer

Tetley is targeting more than 100,000 customers in a direct mail campaign which dovetails with its TV campaign aimed at promoting good health.

Packs were sent only weeks before the ASA upheld a complaint about Tetley linking tea drinking to a healthy heart.

The mailer promotes a healthy lifestyle and advises on how recipients can keep in shape during the winter months with an eight-point fitness plan.

The campaign is through EHS Brann Cirencester and combines serious and light-hearted messages such as 'stretch your legs, take the stairs instead of the lift' and 'work those arms, flex your biceps and pull a Tetley Drawstring bag'. Recipients are incentivised to buy Tetley tea with an offer for a limited edition flask.

Tetley is donating 5p per mailer to the British Heart Foundation, which it joined forces with earlier this year to promote a healthy lifestyle to tea drinkers and raise money for the charity.

"This builds brand awareness and reinforces Tetley's aim of improving customer health and wellbeing, said Karen Trickett, group account director, EHS Brann.