Yorkshire Tea: – Long-term growth done proper

Loz Horner

Yorkshire Tea, a tea brand, hired famous Yorkshire celebrities in the UK to create a series of consistent film ads to encourage tea drinkers to switch brands by increasing spontaneous awareness, key brand image statements and preference versus the competition.

Campaign details

Brand: Yorkshire Tea Brand owner: Bettys and Taylors of Harrogate Entrant company: Lucky GeneralsIdea creation: Goodstuff London Market: United Kingdom Sector: Hot drinks Media channels: Outdoor, Out-of-home, Online display, Cinema, Print - general, Radio & audio, Social media, Video on demand, Online videoBudget: Over 20 million

Executive summary

Back in 2017, Yorkshire Tea had a bold ambition: to eventually become the UK’s best-selling brew.

But this was a proper challenge. Tea buying in the UK was enormously habitual, and the leaders PG...

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