Campaign details
Brand: Yorkshire TeaAdvertiser: Bettys and Taylors of HarrogateAgency: Lucky Generals; Goodstuff Communications
Introduction
This is the story of how a new advertising campaign helped Yorkshire Tea take its next big step, waking the habitual 'sleep shoppers' of the UK standard black tea market and convincing them to upgrade to a proper brew.
The context: a shrinking, habitual market dominated by strong competitors
The standard black tea (SBT) market refers to normal teabags only (decaf, speciality and ...