The Duke X Tetley
Introduction
Released in 2022 The Duke follows the true story of Kempton Bunton, a 60-year-old taxi driver who stole Goya’s portrait of the Duke of Wellington from the National Gallery in London. The Duke is directed by Roger Michell and starring Jim Broadbent and Hellen Mirren.
Eleven brought The Duke and Tetley together to create a multi-layered partnership around the film’s release.
The Project
Retail - Sainsburys / Nectar
Tetley ran a competition in conjunction with Sainsburys and Nectar. By purchasing a box of Tetley tea bags and scanning their Nectar card shoppers were able to win a ‘VIP Experience’ to see The Duke – a weekend in London, dinner and tickets to see the film. 100 pairs of cinema tickets were also up for grabs. The competition was promoted in store nationwide for three weeks across the whole Sainsbury’s estate,1600 stores in total, in the lead up to the film’s release.
Tetley Limited Edition Kempton Bunton’s Breakfast Blend
Tetley’s Master Blender developed a limited-edition tea in celebration of the film’s hero Kempton Bunton played by Jim Broadbent.
Local Heroes’ Competition PR Coverage and Social
Jim Broadbent and the film’s producer Nicky Bentham visited the tea rooms of film partner, Tetley Tea, to unveil the new, limited-edition ‘Kempton Bunton’s Breakfast Blend’ in honour of the man whose story inspired the film. A film was produced by Tetley and used via press coverage and social spend to launch a campaign inviting the British public to nominate their own unsung local heroes. 100 winners were picked from the thousands of entries to receive a hamper containing the limited-edition Tetley blend as well as film merchandise.