Long-term brand building done proper

IPA Effectiveness Awards Case Study 2024

This is the story of how Yorkshire Tea defied received wisdom about the merits of taking on bigger rivals and entrenched buying habits in a declining market. From 2017 on, Yorkshire Tea consistently promoted itself as the place ‘Where everything’s done proper’ from humorous adverts to carbon neutrality. Improved scores for preference and recommendation and penetration growth drove the brand’s volume share up from 18% to a market-leading 33%, whilst maintaining premium pricing. Econometric analysis of 2019 to 2023 data calculated the strategy drove £25.8m of incremental revenue and the longer-term ROI was estimated at £1.60 for each £1 invested.

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Client Statement

Ben Newbury, Head of Brand Marketing - Yorkshire Tea, Bettys and Taylors of Harrogate

At the heart of this award entry lies the essence of Yorkshire Tea: "A place where everything's done proper." This guiding idea has reshaped our approach, focusing our minds and activities and uniting our team around a common purpose of 'Properness'. I believe it is this simple focus, combined with our commitment to crafting great brews, that has enabled us to change perceptions within a long-term declining category.

This paper serves as a timely reminder to stay focused, keep things simple, and recognise the enduring power of effective advertising. By sticking to our strategy and extending the notion of ‘Doing things proper’ beyond our primary TV media, we've continued to become stronger and more impactful. I am thrilled with the results, particularly when we receive feedback from consumers expressing how deeply our campaign has resonated with them.

And I am glad to say that we’ve made a positive commercial impact. By offering a superior product and effectively communicating its value, we have breathed new life into a category many had considered stagnant. This success proves that there is space for innovation and growth, even in traditional categories, and it demonstrates how a small family business can build a sustainable brand that will endure for the long-term.

Finally, while we are immensely proud of our achievements so far, we believe that our journey is far from complete. With this campaign as a testament to our capabilities, we are eager to continue pushing boundaries, adding value, and finding new ways to ‘Do things proper’ for years to come.