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...

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