Fortnum & Mason touts British heritage with BAFTA tea blend

British department store Fortnum & Mason is celebrating the nominees of the 2015 EE British Academy Film Awards Feb. 8 with an exclusive tea blend.

As the official tea sponsor of the awards ceremony, Fortnum & Mason will be honoring the nominees, as well a key part of its identity as a British purveyor. To include its consumers in the festivities, Fortnum & Mason has devised two social contests that combine its limited-edition tea and the BAFTA awards.

And the tea goes to…
Fortnum & Mason announced its role as the tea sponsor of the BAFTAs on social media with a post that showed off its red carpet-themed window displays and a contest built around the awards ceremony.

For the occasion, Fortnum & Mason and the British Academy will select one winner and a guest of their choice to walk the red carpet at the BAFTAs, watch the ceremony at the Royal Opera House and enjoy a three-course meal and overnight hotel stay. To enter, consumers fill out a contact form and give a reason why attending the awards would make for a special day.

Fortnum & Mason BAFTA tea promotional image

Fortnum & Mason is also offering another way for consumers to interact with the department store and the BAFTAs by giving away the official awards nominee goodie bag to a select individual.

Consumers must simply like Fortnum & Mason’s Facebook page and share the post to enter. Items in the goodie bag include gifts from Hackett London, Lancôme, The Savoy Hotel and Evian. The goodie bag also includes Fortnum & Mason’s “glamorous brew” for the BAFTA awards, a black tea with notes of orange.

2015 BAFTA goodie bag with Fortnum & Mason tea

Fortnum & Mason often incorporates its blends and afternoon tea service into its initiatives to maintain a heritage link.

For instance, Fortnum & Mason invited consumers to enjoy some ice skating and tea as the weather cooled. The retailer teamed up with the cultural center Somerset House to offer guests the “Skate & Afternoon Tea” package (see story).