How Yorkshire Tea became the UK’s favourite brew

Over the past ten years, Yorkshire Tea has grown from a regional brand to become the number one tea brand in the UK.

Not long before the UK’s 2020 Budget, new Chancellor Rishi Sunak sparked a Twitterstorm after he posted a picture of himself making tea for his team. Many thought it unlikely the politician even knew how to boil a kettle, but what really got people riled up was the brand – he was pictured alongside a catering-sized bag of Yorkshire Tea.

In what has become a toxic political environment following three years of drawn-out Brexit discussions, many people chose to interpret the picture as an endorsement of the brand, owned by Taylor’s of Harrogate. They took to social media to denounce...

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