Yorkshire Tea: Long term brand building done proper

Yorkshire Tea, a tea brand, launched the Properness platform and hired talented celebrities to do everyday jobs around the Yorkshire Tea HQ to overtake Tetley, dethrone PG Tips and become Britain's biggest selling tea.


This is a real 'York wasn't built in a day' story.

A story of carefully brewing success over six years.

It starts with a proper dream, to one day make Yorkshire Britain's best-selling brand of tea.

It explains how planning identified a proper strategic platform – a platform capable of taking the brand on that journey.

And then it shows how we used that platform to slowly organise and inform every aspect of Yorkshire Tea's communication over time.

It describes how we created a series of proper TV ads, integrated our product variants properly, displayed Yorkshire Tea's proper values...

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Insights Team
Bray Leino

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