Waking the sleep shoppers: A proper effective campaign for Yorkshire Tea

Yorkshire Tea, a brand of black tea, increased its sales in a sharply declining category by engaging UK consumers with its brand values in a humorous way.

Campaign details

Brand: Yorkshire Tea Advertiser: Bettys and Taylors of Harrogate Agency: Lucky Generals; Goodstuff Communications

Introduction

This is the story of how a new advertising campaign helped Yorkshire Tea take its next big step, waking the habitual 'sleep shoppers' of the UK standard black tea market and convincing them to upgrade to a proper brew.

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