Yorkshire’s version of Brewtopia.
Over the next 12 months, Yorkshire Tea will increase its marketing spend to $7.6 million (£5 million) in its efforts to become Britain’s second biggest brand.
A new TV ad, featuring 125 of the company’s employees and England’s cricket captain Michael Vaughn, highlights Taylor’s “unwavering passion and uncompromising dedication” to creating the best tea. The ad starts with a worker in the factory carelessly throwing a scrunched up piece of paper on the floor and he is immediately told by a colleague that, at Yorkshire Tea, “we don’t do things like that round here… we do things proper".
And ‘proper’ includes proper tea, brewed properly in the company’s famous square teabags. The ad is supported with outdoor, PR, digital, experiential, and social media activity and Kevin Sinfield, the marketing manager at Yorkshire Tea, said: "Our TV commercials are known for their sense of fun, warmth and quirky Yorkshireness, and this one is certainly no different in capturing everything we stand for.
This campaign is about changing that and challenging the nation’s tea drinking habits and brand choice by demonstrating why proper really matters."