Thinkbox
In a world of quick wins and constant change, Yorkshire Tea proved the enduring power of doing things properly. This is the story of an independent, family-run brand that made a long-term commitment to building fame the tried and tested way — patiently, consistently, and with heart.
Its challenge was formidable: to grow in a declining category, against powerful and long-established rivals, in one of the most habitual product markets there is. Harnessing the storytelling power of TV as the cornerstone of its communications, Yorkshire Tea found and stuck to a single unifying idea – that everything it does is “done proper”.
Over seven years, that idea infused every film, every pack, every touchpoint. What followed is proof that great brands aren’t built overnight, but slowly brewed through craft, consistency, and conviction.
This is a story of long-term commitment, great creative, consistency, and small independent family business with a fairly decent-sized brand committed to making proper brews.
Ben NewburyHead of Brand Marketing, Yorkshire Tea
This paper won Gold at the IPA Effectiveness Awards 2024. You can buy the full case study at the IPA website here.
Film Contributors
- Ben Newbury, Head of Brand Marketing (Yorkshire Tea), Bettys & Taylors of Harrogate
- Loz Horner, Strategy Partner, Lucky Generals
- Izzy Rhys-Davies, Managing Partner, Client Services, Goodstuff Communications
You can watch the film in full via the player at the top of this page.
