Introduction
This is the story of how a new advertising campaign helped Yorkshire Tea take its next big step, transforming it from a cult favourite into a genuine national treasure that could challenge for market leadership.
The business challenge – break the shopping habit of a lifetime
We should start by pointing out that standard black tea is a VERY hard market in which to create 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 dropped by a terrifying 22% between 2012...