Campaign details
Brand: Yorkshire TeaClient: Bettys and Taylors of HarrogateAgency: Goodstuff Communications / Lucky Generals
Summary
This is a story about how developing a creative strategy is like a lot like making a mug of tea.
Yorkshire Tea make a better brew because they 'Do things proper'. They source only the best leaves, taste a 1000 cups a day and generally go the extra mile wherever a bigger brand might cut corners.
But we recognised that such detailed production stories wouldn't break through to unengaged, habitual tea drinkers who were buying the same brand week...