Yorkshire Tea wanted to reverse declining sales of its premium product - Yorkshire Gold - with many tea drinkers opting instead for Yorkshire Tea’s main brand.
The aim was to increase consideration and value sales by reminding tea drinkers why Yorkshire Gold was worth paying more for. The brand’s target audience are houseproud, upmarket empty nesters who enjoy the finer things in life and who like relaxing weekends at home, with favourite pastimes including gardening. Leaning on Yorkshire Gold’s roots as a tea ‘sourced from the world’s top ten tea gardens’ and combining this with the target audience’s passion for gardening, Yorkshire Gold launched a competition. It partnered with The Telegraph, known for its gardening editorial talent, to find the UK’s top ten amateur gardens.
The Growing for Gold competition was promoted across print and online, with a celebrity judging panel picking the winners, with their gardens showcased in print and online. Stories behind the gardens were also captured in video edits; a 60-second TV ad celebrated the winners, with interviews fronted by gardener and presenter Katie Rushworth.
The campaign was a resounding success, with content across many channels reminding tea drinkers why they should pay more for Yorkshire Gold.
It was a huge success, making Gold the only brand growing in category.”
- Dom Dwight – Marketing Director, Taylors of Harrogate
Media Director: Sam Drake (Managing Partner)
Senior Planner/Strategist: Lexi Booker (Account Director), Simeon Adams (Creative Partner)
Relevant Media or Brand Manager: Ben Newbury (Senior Brand Manager - Yorkshire Tea)