56% OF PEOPLE MORE LIKELY TO TRY YORKSHIRE TEA FOLLOWING THE CAMPAIGN
Yorkshire Tea is a brand that prides itself on doing things properly and since it was founded in 1886, it has always tried to be kind to trees. Last year it pledged to plant one million trees over five years in the UK and Kenya – a country where Yorkshire Tea sources most of its tea from. We were briefed to drive awareness of this project.
We teamed Yorkshire Tea up with children’s character, the Gruffalo, and the Woodland Trust to inspire schools to plant trees. And we helped drive a truckload of sales at the same time.
The Gruffalo’s author, Julia Donaldson, wrote a new verse for the campaign – The Gruffalo and the Vanishing Wood. We negotiated for this to go on-pack. The striking design helped shake people out of their tea trance in the tea aisle, where people had bought PG Tips and Tetley on autopilot for years.
To drive awareness, we negotiated numerous national print interviews with Julia Donaldson, where she said that Yorkshire Tea was a brand that prides itself on doing things properly. We helped develop a mobile app, which got to number three in the kids gaming charts and we helped the brand achieve millions of video views through its “How to attract the Gruffalo” series.
15 million people were aware of our campaign and 56% more likely to try Yorkshire Tea as a result
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