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