TETLEY INSURES THE TASTE BUDS OF ITS MASTER BLENDER FOR £1M

In a country where 165m cups of tea are drunk every day, a master tea blender at Tetley had his taste buds insured for £1m. There are 1,500 different varieties of tea in the world and the palate of Sebastian Michaelis is so refined, he can taste and grade any tea in just 15 seconds.

The Wild Card team agreed that in a tea-loving nation, this is the best job in the world, but one that few know exists. Wild Card developed an integrated campaign announcing the insurance policy and generating national coverage showing that blending tea, like blending whisky or champagne, is a fine art that requires five years of intensive training.

We put Sebastian’s taste buds to the test in the national news and feature spotlight and the result was 107 branded pieces of ‘Tetley insures Master Tea Blender’s taste buds for £1m’ coverage. We secured 25 minutes of broadcast airtime, including an interview with Eamon Holmes on Sky News Sunrise, Radio 2, Radio 4 Today, Radio 5 Live and BBC Worldwide.

We secured a full-page feature interview in The Daily Express and a half page feature interview in The Telegraph on Sunday. News coverage included the national press – The Daily Telegraph, The Independent, The i, The Daily Mirror, The Daily Star and Metro – plus all big-hitting consumer news websites from BBC News, Sky News and CNN to MSN and Yahoo!

The story rolled out across the regions, with coverage that included City AM, The Irish Independent, The Irish Mirror, The Belfast Telegraph and The Daily Record.

The total SMI score has reached the thousands and the PR campaign is still generating a huge amount of interest and buzz all over the world… watch this space for more to come!

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