Yorkshire Tea - Growing for Gold

Case study - Objective: Prompt action

Yorkshire Gold is sourced from the top 10 tea gardens in the world. It’s a premium product and the tea taster’s tea of choice but, despite this, it was in decline. Consumers had forgotten why it was worth paying more for.

So, to encourage upgrades from customers that were picking up Yorkshire Tea’s proper brew product and attract customers to switch from Twinings, Yorkshire Tea delved into its target market to truly understand its audience. The uniting factor was their love of a relaxing weekend and in particular, a passion for gardening.

With strong credentials in the gardening world and an ability to resonate with the right audience, Yorkshire Tea worked with The Telegraph to run a competition, aimed at finding and rewarding the top 10 amateur gardens in the UK.

A raft of activity in both print and online ensured hugely positive results – with 206 competition entries and an opt in of 60%, value sales rose by 5.2% and 85% of people intended to purchase the product after seeing the campaign. Yorkshire Tea enjoyed the highest awareness of Gold ever at 48%, while 92% of people thought the campaign was a good fit for the brand.

This campaign identified a key audience for the brand and applied that insight and knowledge to the newsbrand partnership, leading to some fantastic results in a typically hard to shift sector.

Yang Bo, strategy director, m/SIX