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.

Summary

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands