7th February 2011
Let's Have A Proper Brew
THE BUSINESS PROBLEM
Yorkshire Tea goes beyond any tea brand to ensure people get a proper brew (even making a blend for hard water).
THE IDEA
The hard bit was finding a way of telling this properness story in a market categorized by high brand loyalty (where everyone thinks the brew they are drinking is “proper”). We needed to find an environment where a good cup of tea was hard to come by. This led to us taking their tea sampling van, Little Urn, on a 7-week US road-trip sharing a proper brew with Brits abroad. The trip provided the content for our TV ads and social media.
THE RESULTS
Campaign Tracking reported an 88% increase in those more likely to go and try Yorkshire Tea and sales have increased 21% YoY.
