Barriers to Entry

The instructions said to open the pack, so I did and via a QR code I was taken to a form asking me to upload my shop receipt. Who keeps receipts? So I couldn’t enter. If this is a requirement it needs to be front and centre on the pack.

Clarity

The language used was clear and simple but there was no deadline that I could see.

Prize appeal

Tetley is giving away £100 for each winning entry. I dislike cash giveaways because they’re so unimaginative and do nothing to further the brand. They have £3M to give away, so I can hardly imagine the logistics of giving away all this cash. Money is always appealing but they need to take a brand-led view.

Purchase justification

The prize has nothing to correlate with Tetley’s brand. Any product could offer this. There’s no sense of urgency or occasion. It’s just random.

Ease of Redemption

The terms on the website say the promotion ends on 30 June 2025, but you have to be pretty determined to find this information. There’s a Late Entry draw that ends on 31 December 2025. The legalese in the Terms makes it clear that the prize isn’t worth the hassle.

Duration

This is sensible. The main promotion is available for around six months, with a further six months for late entries. This ensures that un-sold packs are still relevant.

Brand fit

Tetley has a vague Regal identity, which reinforces its Britishness. The promotion expresses a Value of Wealth, which is strange considering the low value of the prize. It appeals to traditional British shoppers, middle-aged to older who value everyday savings over more flashy rewards.

Rating: 2.7 out of 5
⭐⭐⭐★★