Partnerships

Yorkshire Tea – Gruffalo & the Vanishing Wood

In a bid to educate the younger generation on environmental issues, Yorkshire Tea and Goodstuff used newspapers to engage children and parents in an innovative 'colouring in' campaign.

Back in 2015, Yorkshire Tea pledged to plant one million trees with The Woodland Trust to ensure it was a fully sustainable business. However, with activity limited to in-store and on-pack promotions, awareness of the initiative was low. The challenge was to increase awareness among parents and their children by 5%, plus boost perceptions of Yorkshire Tea as an ethical brand.

Using mono print ads at the heart of the campaign, Goodstuff tapped into the colouring in trend. The Gruffalo and his habitat partially disappeared in the ads, allowing parents and children to colour them in together to stop the woods from vanishing.

Metro and the Evening Standard were perfect partners, allowing the campaign to target an eco-conscious, urbanite parent audience. To amplify the activity, Goodstuff worked closely with Lucky Generals and LoopMe to create bespoke interactive tablet formats, allowing users to choose from different paint colours and brush sizes.

Key findings

  • Yorkshire Tea increased awareness of its partnership with The Woodland Trust by 50% YoY
  • Based on LoopMe's Purchase Loop research, the brand saw awareness increase by 39% for those engaged with the campaign
  • This was one of the many successful campaigns that has helped Yorkshire Tea become the second favourite tea brand in the UK, overtaking Tetley for the first time

 

Using a relatively modest budget in a creative and impactful way, we delivered outstanding results in raising awareness of our mission to plant one million trees.

Kevin Sinfield, head of brand marketing, Yorkshire Tea 

23/11/17

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