Jaywing’s ‘Digital Done Proper – How Yorkshire Tea became #1’ event with partners, Yorkshire Tea was a sell-out success.
For those who weren’t lucky enough to secure a ticket, we’ve summarised the key takeaways from the talk with Dom Dwight, Strategy & Innovation Director, and Tom Craik, Senior Digital Business Developer, at Bettys & Taylors of Harrogate – makers of Yorkshire Tea. So, here goes.
From humble beginnings
To kick things off, Yorkshire Tea didn’t start with grand ambitions of global domination. Back in 1977, they were simply a local brand aiming to win over the hearts of Yorkshire folk. The brand proudly proclaimed that their tea was “blended in Yorkshire to suit Yorkshire people and Yorkshire water.” Humble beginnings, right? But this honesty and regional pride laid a solid foundation for what was to come.
Early adoption of social media
Fast forward to 2008, when Dom Dwight, then the in-house copywriter for Bettys & Taylors, started exploring the wild world of social media. Dom discovered that people were already talking about Yorkshire Tea on Twitter, even before the platform was widely known in the UK. This early adoption of social media allowed Yorkshire Tea to tap into raw, unfiltered customer insights and build a community of passionate tea drinkers.
The ‘Little Urn’ project
One of the brand’s most iconic campaigns came in 2010 with the “Little Urn” project. Yorkshire Tea sent a converted ice cream van on a mission across America to rescue British ex-pats from terrible tea. The campaign was not only bold and creative but also deeply authentic, supported by real-time social media updates. This campaign marked a significant step in Yorkshire Tea’s advertising strategy, showing that they could be both humorous and impactful.
Social presence
Yorkshire Tea’s social media presence has always been characterised by a human touch. Whether it’s responding to fans, engaging with celebrities like Russell Crowe and Noel Gallagher, or even handling crises like the public outcry following an unexpected endorsement from Rishi Sunak, the brand has always maintained a conversational and respectful tone. This approach makes their online interactions feel genuine and relatable.
And their marketing...
The brand’s marketing isn’t just about online antics; they’ve also invested heavily in TV advertising. Collaborating with celebrities like Sean Bean and Sir Patrick Stewart, Yorkshire Tea’s ads have consistently emphasised the idea of doing things “proper.” These ads are not just entertaining but also reinforce the brand’s core values, creating a strong and memorable identity.
Despite their success, Yorkshire Tea refuses to rest on their laurels. The tea market is in decline, and they recognise the need to innovate and stay relevant. From launching new products like Biscuit Brew and Toast & Jam Brew to exploring new digital channels and international markets, Yorkshire Tea is constantly evolving. Their focus remains on maintaining that challenger spirit and continuing to surprise and delight their fans.
A turning point for Yorkshire Tea came with the rise of social media. Dom discovered conversations about Yorkshire Tea on platforms such as Twitter, offering unfiltered insights from consumers. "We recognised how valuable that was, and we've used it over the years," he explained. This engagement led to a more confident approach in advertising, shifting from traditional methods to bold, creative campaigns that resonated with audiences.
Tom added to this, discussing the evolution of digital strategies: "We've reset our ambition... We've taken a step back and noticed that digital, particularly social, has accelerated way beyond our sweet spot." He emphasised the importance of adapting to new trends, stating: "We need to become more platform native and ensure our messaging connects across all channels."
So, there you have it -a blend of tradition, innovation, and a whole lot of Yorkshire charm. Yorkshire Tea’s journey is a testament to the power of staying true to your roots while daring to be different. Whether you’re a die-hard fan or just someone who enjoys a good marketing story, there’s no denying that Yorkshire Tea has brewed up something truly special.
Want to read about Jaywing’s partnership with Yorkshire Tea? Find out more here: https://www.jaywing.com/views/news/jaywing-and-yorkshire-tea-a-proper-partnership/