Bomb disposal expert Major Chris Hunter QGM and Lieutenant Will Dixon, who was injured on active service in Afghanistan and later rowed across the Atlantic, are two heroes raising a glass to support Tetley’s new campaign for Help for Heroes.
Major Hunter, who was awarded the Queen’s Gallantry Medal for his actions on duty in Iraq, joined forces with Lieutenant Dixon, a platoon commander with Third Battalion, The Rifles at The Grenadier pub in London’s Belgravia, to promote the Tetley’s ‘Raise a Glass’ fundraising initiative.
Tetley’s has pledged to raise £100,000 for Help for Heroes and aims to reach its fundraising target through sales of a new limited edition bottled ale, Tetley’s Trust Porter and fundraising events in local pubs throughout the country. The initiative forms part of a £5m marketing support for the brand which also includes ongoing channel sponsorship of ITV4.
David Scott, Director of Marketing for Tetley’s owner Carlsberg UK, said “We have pledged to raise £100,000 for Help for Heroes – a charity that really resonates with our core consumers. From high profile activity through to initiatives in pubs via our extensive range of POS, drinkers and pub licensees will be able to raise money for the cause whilst enjoying a pint of Tetley’s.
“Whilst other brewers are tightening their belts, we are continuing to invest significantly in marketing support for Tetley’s and our wider portfolio of beers. Tetley’s continues to outperform the beer market so with this high profile support for such a fantastic charity, there couldn’t be a better time to stock.”
The Raise a Glass funds will be specifically invested in the development and maintenance of Tedworth House, a fully integrated rehabilitation centre in Tidworth, Wiltshire, which opened earlier this year with significant financial support from Help for Heroes.
Tedworth House provides wounded troops with a full range of welfare, medical, rehabilitation, education and resettlement facilities. Help for Heroes is committed to funding a large-scale renovation and creation of new accommodation wings and state-of-the-art gymnasium and wellness centre.
Major Hunter is providing his support to Tetley’s Raise a Glass having witnessed the vital fundraising that Help for Heroes has provided to benefit injured servicemen and servicewomen since its formation in 2007. Major Hunter, now retired from the forces, served as a troop commander on operations in the Balkans, East Africa and Northern Ireland before becoming an Explosive Ordnance Disposal operator. He was deployed on a number of high risk tours including Iraq, Afghanistan and Colombia.
Speaking at the launch event at the Grenadier pub, Major Hunter said: “I’m delighted to see Tetley’s supporting our nation’s armed forces through its partnership with Help for Heroes. I hope the Great British public can raise a glass to our heroes in support of such a worthwhile cause.
“What better year to raise a toast than 2012, with Armed Forces Day, the Queen’s Diamond Jubilee and a fantastic summer of sport all ahead of us. I’ve seen first-hand the positive impact of Help for Heroes funding that is providing vital facilities for our country’s injured soldiers. I can’t stress enough what a valuable contribution the Tetley’s Raise a Glass campaign will make”.
Lieutenant Dixon, who was part of the Row2Recovery team which successfully rowed 3000 miles across the Atlantic to raise money for three services charities, had part of his left leg amputated after being badly injured by an IED (Improvised Explosive Device) ten days before Christmas in 2009.
He said: “This is a fantastic way to help raise money for Help for Heroes and I’m sure it will appeal to the British public’s sense of national pride. We’ve had concerts, sponsored walks and rugby matches but enjoying a pint of Tetley’s and supporting our injured soldiers at the same time really hits the spot.”
A percentage of each sale of a bottle of Tetley’s Trust Porter will be donated to Help for Heroes. In addition, Tetley’s is encouraging pubs to run their own fundraising events as part of the ‘Raise a Glass’ campaign, helping them engage with their customers whilst also raising money for a good cause. In an exciting year of major events in the UK, there are many opportunities for people to raise a glass in national celebration and, at the same time, raise much needed funds for the country’s injured servicemen and women.
Tetley’s staff and customers will also be contributing to the fundraising campaign through a variety of events including a Yorkshire Three Peaks Challenge this summer. Donations can also be made directly to the campaign through the website www.tetleysraiseaglass.co.uk
Bryn Parry OBE, CEO and Co-Founder Help for Heroes, said, “We’d like to say a huge thank you to everyone at Tetley’s for all their support and hope that people across the country will join in and ‘Raise a Glass’ to help our heroes. The money raised is greatly needed and it is hugely appreciated. On behalf of everyone at Help for Heroes and all those who the money will benefit, thank you and enjoy the year ahead!”
For more information about Tetley’s Raise a Glass campaign in support of Help for Heroes visit www.tetleysraiseaglass.co.uk