Teya has enlisted British cycling legend Sir Mark Cavendish to star in its inaugural marketing campaign to showcase the power of local businesses.
The campaign encourages consumers to ‘Buy Local, Support Your Community’ by highlighting the impact of local businesses and underscoring Teya’s role as an all-in-one payments solution for small and medium-sized enterprises.
To do this, the campaign’s film follows Cavendish, who is celebrated as the fastest cyclist in history with 35 Tour de France stage wins and a three-time Team GB Olympian, on a journey to visit Teya member businesses across Europe, from his hometown of Douglas on the Isle of Man to Budapest. Featured local businesses include Sir Mark’s own barber on the Isle of Man.
The video celebrates how small businesses quietly power the world, with owners defined by discipline, commitment, belief and resilience. It also highlights how these values and their dedication to something beyond themselves connects them to champions like Cavendish.
The film features interviews with real small business owners and showcases the impact they have on their local communities. It also has a personal connection for Cavendish, whose mother ran a dancewear shop on the Isle of Man.
Dico Tostes, chief brand officer at Teya, said: “Sir Mark Cavendish is an ambassador for the core belief that drives all we do at Teya: that local businesses matter deeply to their customers and their communities,
“The launch of this campaign, asking people to buy local and support their communities, is a chance to spotlight the local business-owners who open their doors every day, serve others and keep our streets alive and vibrant through hard work, craft and dedication. We aim to offer real partnership, purpose and belief to these small businesses at the heartbeat of every community. By working with Sir Mark to share this message, we hope to encourage millions of customers to keep doing the same.”
In addition to the four-minute hero film, the campaign features an OOH takeover of London’s Spitalfields Market, including digital and print billboards and a Teya-branded coffee stall.
It also includes a print ad in the next edition of cycling magazine Rouler and guerrilla advertising across London.