Brand: Yorkshire Tea
Advertiser: Bettys and Taylors of Harrogate
Agency: Lucky Generals; Goodstuff Communications
This is the story of how a new advertising campaign helped Yorkshire Tea take its next big step, waking the habitual 'sleep shoppers' of the UK standard black tea market and convincing them to upgrade to a proper brew.
The context: a shrinking, habitual market dominated by strong competitors
The standard black tea (SBT) market refers to normal teabags only (decaf, speciality and fruit and herbal teas are excluded).
It's a very hard place to create brand growth.
First, it's a market in long-term decline. Older tea drinkers are dying off and kids aren't picking up the habit. Total sales of standard black tea fell by a terrifying 22% between 2012 and 2015, from £480 million to just £374 million.1