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Self-proclaimed ‘underdog’ Yorkshire tea on finding its brand voice

on Oct 29, 2020 | 0 comments

By Rebecca Stewart

Yorkshire Tea’s steady road to cultivating personality through TV and social media is yielding returns with the brewer currently holding the title of Britain’s best-selling tea brand and defying a market decline. Its marketing boss and agency share its success story from regional “underdog” to national treasure and why it’s avoiding ‘maudlin’ Covid-19 advertising.

If there is a single stereotype that holds true about British people, it’s that they truly do love a cuppa. According to the International Tea Committee (ITC), Brits consume 100 million cups of tea per day. That’s 36 billion a year.

Since the UK was Read full story ›

Source: The Drum