Yorkshire Tea: Long-term brand building done proper

Yorkshire Tea hired famously talented celebrities to do everyday jobs around the HQ for the launch of the 'Properness' platform to build brand value and become the number one best-selling tea in the UK.

Executive summary

This is not the story of a tactical one-year campaign. It's a tale of proper consistency, rigour and teamwork over time.

Yorkshire Tea, once just a regional brand, had long held a bold national ambition: to become the number one selling tea in the UK.

But this was a big hill (or at least dale) to climb. Tea buying in the UK was enormously habitual with people automatically choosing the brand their parents raised them on. And the leaders PG Tips and Tetley had over 50 years of brand equity to fall back on.

However, York wasn't built...

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