Taking Yorkshire Tea to the World

Story of the film

This film tells the story of the 2012 IPA effectiveness Award winning paper. It looks at the world of the TV drinker; the challenge of pleasing existing fans and attracting new users; Little Urn’s heroic mission in the West; campaign results and payback and also wider learning for the industry. It’s a great example of how a brand can remain true to itself, but be given new meaning when placed out of context.

Summary

Yorkshire Tea had a goal to become the no. 2 brand in the tea market. To achieve this, they needed to attract new users to the brand beyond their traditional heartland. In the conversation between Yorkshire Tea and its fans on social media they discovered the raw materials for their campaign: Brit’s abroad unable to get a proper brew. The strategy was to use the passion of Yorkshire Tea fans abandoned by circumstance to fuel a broader conversation with new users.  Little Urn, Yorkshire Tea’s plucky little tea van was sent to the tea desert of America on a rescue mission, taking a ‘proper brew’ to the people who need it most. TV was used to deliver this adventure to the nation back home and bring new customers to the brand at scale, which in turned fuelled fresh conversations on social media.  In one year alone value sales increased in Yorkshire from 8.58m to 9.373m, a rise of 9.5%. In the rest of the country, sales rose by 11.6% - from 46.1m to 51.45m. Nationally, Yorkshire Tea market share rose from 12.06% to 13.79%. Little Urn not only did the key job of attracting new customers to the brand but also elevated Yorkshire Tea into the ‘big league’ of established tea advertisers.

Appearing on film:

Titles were correct at the time of publish date

• David Bain, Partner, Beattie McGuinness Bungay
• Zoe Crowther, Business Director, Beattie McGuinness Bungay
• Jamie Inman, Senior Planner, Beattie McGuinness Bungay

With addition al effectiveness insights from:

• Nick Southgate, Chief Consultant at Nick Southgate Planning & Research
• Marie Oldham, Chief Strategy Officer, Havas Media; Convenor of Judges 2012

Databank

This film is based on a Grand Prix award winning IPA paper. Here the details.

Full title: Taking Yorkshire Tea to the World - The story of Little Urn

Brand: Yorkshire Tea

Client: Taylors of Harrogate

Entrant: Beattie McGuinness Bungay

Award: 2012 IPA Effectiveness Awards, Silver Award

Principal Authors: Jamie Inman, Zoe Crowther

Credited Companies: Creative Agency: BMB; Media Agency: MediaCom Manchester; Research Agency: The Nursery; Research Agency: Brainjuicer; Econometric modelling agency: Ebiquity Research; Client: Taylors of Harrogate