MakingYorkshireTeaProperSuccessful

MarketingSocietyExcellenceAwardsCategory-MarketingCommunications

SummaryThestandardblackteamarketisatoughplacetocreateswitchingandgrowth.It’sindecline,it’sledbytwobrandsthatgobackgenerations(PGTipsandTetley)andit’soneofthemosthabitual,low-interestFMCGcategoriesthereis.Nonetheless,growthwasexactlywhatweneededtocreate forYorkshireTea.Thebrandwasacultfavouriteandoccupiedthethirdpositioninthemarket,butwasn’tcontenttoremainthere.That meant we needed to look beyond Yorkshire’s current fans to the ‘Sleepshopping’buyersofPGandTetley,cuttingthroughtheirapathyandwakingthemuptoYorkshireTea’smerits.So we created a new campaign based on the idea that Yorkshire Tea is a place‘Whereeverything’sdoneproper’,andproveditbyhiringsomeofYorkshire’smosttalented celebrities to perform jobs around the factory. The Brownlee BrothersbecameYorkshireTea’snewcouriers,theKaiserChiefsperformedtheirholdmusicliveinreceptionandSirMichaelParkinsonwasbroughtonboardtointerviewnewrecruits.This idea cut through to PG and Tetley buyers and radically changed theirperceptionsof the Yorkshire Teabrand. Yorkshire Tea immediately began to growandquicklyovertookTetleytotakethenumbertwospot inthemarket,setting itssightsontheleaderPGTips.Thanks to the ‘Where Everything’s Done Proper’ campaign Yorkshire Tea wastransformedfromacult favourite intoanational treasureandperformedthenearimpossiblefeatofchangingshoppers’tea-buyinghabitsofalifetime.Wordcount-253

IntroductionThis is the storyof howanewadvertising campaignhelpedYorkshire Tea take itsnextbigstep,transformingitfromacultfavouriteintoagenuinenationaltreasurethatcouldchallengeformarketleadership.Thebusinesschallenge–breaktheshoppinghabitofalifetimeWeshouldstartbypointingoutthatstandardblackteaisaVERYhardmarketinwhichtocreategrowth.First,it’samarketinlong-termdecline.Olderteadrinkersaredyingoffandkidsaren’tpickingupthehabit.Totalsalesofstandardblackteadroppedbyaterrifying22%between2012and2016,from£480Mtojust£374M1.Second,teaisoneofthemosthabitualpurchasesthereis.Peoplebasicallybuythesameteatheygrewupwithfortherestoftheirlives.Itisvery,verydifficulttogetthese‘Sleepshoppers’toswitchbrands2.Andthird,teahastwoincrediblystrongmarketleaderswhohavebuilt-updecadesofequityinthemindsofthepublic.TetleywiththeirTeaFolk(whofirstappearedin1973)andPGTipswiththeirMonkeycharacter(adecadeoldpropertywhoconnectstotheirfamousChimpscampaigndatingbackto1957!)Giventhisbackdrop,YorkshireTeahaddoneremarkablywellforitselfsince2011.Carefulbrandstewardship,astrong-tastingproduct,andvocalcelebrityfans3hadhelpeditrisetothirdplaceinthemarket.ButYorkshirehadbeeninthirdplaceforyears,andwasnolongercontenttoremainthere.

1Mintel2MultipleYorkshireTeaqualitativestudies3CelebrityfansofYorkshireTeaincludeNoelGallagher,RussellCroweandOzzyOsbourne.

Yorkshireteawasthirdinthemarket,butnotcontenttostaythere

Source:NeilsenIRI

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52w/e30/01/16

52w/e27/02/16

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52w/e28/01/17

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PGTipsStd TetleyStd YorkshireStdValueshare

Soanambitiousnewobjectivewasset:TofinallyovertakeTetleyandbeginthelong-termchallengeforthetopspot.Thecommunicationsstrategy–MakeYorkshire’s‘Proper-ness’culturallyfamousYorkshireTeaareabletomakeabetterbrewbecausethey‘Dothingsproper’.Doingthingspropermeansdoingthingsright.ItmeansworkingsidebysidewithKenyanfarmerstofindthebesttastingleaves,taste-testing1000cupsofteaaday,developingaspecialblendforhardwaterareas…Youknow,generallygoingtheextramilewhereverbiggerbrandswouldsavemoneyandcutcorners.ThisphilosophywasemblazonedonthewallsofYorkshireTea’sheadquartersandinstilledintheheartsofeveryonewhoworkedthere.

Theproblemwas,outsidethecompanyanditsloyalcultofexistingbuyers,noonereallykneworappreciatedthis.Thegapbetweendrinkerandnon-drinkerperceptionsofthebrandwashuge.

TheYorkshireTeaPhilosophy:‘Wedothingsproper’

CurrentdrinkersappreciatedYorkshire’sdedica3ontoproperness,butnon-drinkerseitherdidn’tknowaboutitordidn’tcare

Source:TheNurseryBrandTracking,Mar16-Feb17

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Abrandthatmakespropertea

AbrandItrust Abrandthatcaresaboutdoingthings

properly

Ahighqualitybrand

Abrandthat'sworthpayingabit

morefor

YTdrinkers NonDrinkers

PercentagewhoagreeYorkshireTeais

AndcomparingthisperceptiongaptothetwoleadersprovedhowmuchofacultsuccessYorkshireTeawas.Thegapbetweendrinkerandnon-drinkeropinionwasmuchlesspolarisedforPGTipsandTetleythanitwasforYorkshireTea.

Brand AverageperceptiongapbetweendrinkersandnondrinkersYorkshire 32percentagepointsPGTips 25percentagepointsTetley 22percentagepoints

Source:TheNurseryBrandtrackingMar2016–Feb17Itwasobviousthatweneededtofindanewwaytobreakthroughtonon-drinkersandwakethemuptoYorkshireTea’sbeliefs.TomakethemnotonlytakenoticeofYorkshire’sdedicationtodoingthingsproper,butbepersuadedbyittoswitch.WeneededtomakeYorkshire’sproper-nessculturallyfamous.Theidea–Aplacewhereeverything’sdoneproperThecreativeideawecameupwithwassimple.AtYorkshireTea,wereasoned,theydoeverythingproper.Andthatphilosophymustevenextendbeyondthetea-makingprocesstootherjobs–thekindyou’dfindatanycompany.SoperhapswecouldmakeYorkshire’sphilosophyfamousbyshowingthatatYorkshireTea,eventhesesupportjobsweredoneproperaswell.AndthebestwayofdoingthatwouldbetohiresomeofYorkshire’smosttalentedcelebritiestodothem!Forinstance,ifYorkshireTeaneedednewdeliveryboys,they’dhiretheBrownleebrothers–theOlympicmedalwinningtriathletes–tocarrypackagesfromonepartofthefactorytotheother.

(BrownleeBrothersad:https://www.youtube.com/watch?v=Lo2_J3BR7IU)IfYorkshireTeaneededsomenewholdmusic,they’dgettheKaiserChiefs–thefamousbandfromLeeds–toperformitlivenexttothereceptionist

(KaiserChiefsad:https://www.youtube.com/watch?v=Gb3mFGkKzn4)AndifYorkshireTeaneededsomeinterviewsdoingthey’dgetthemasteroffriendlyquestioning-SirMichaelParkinsonhimself–tochattothenewrecruits.

(Parkisonad:https://www.youtube.com/watch?v=m2oz2aumbi4)

Thesecelebritieswerecarefullychosentofitthreeoverlappingcriteria.TheyhadtobefromYorkshire,toensurestrongbrandingandkeeptheYorkshirefaithfulhappy.Theyhadtobenationaltreasures(sotheywouldappealtooursleepshoppingnondrinkersaroundthecountry).Andtheyhadtoberecognisedexpertsatwhatwewereaskingthemtodo(sotheywouldemphasiseourbeliefindoingthingsproper).Alltheadsendedwiththesameline:‘YorkshireTea-whereeverything’sdoneproper’.WeusedournewideatolaunchYorkshire’snew‘Daypart’brewsaswell,hiringafamousYorkshirePoettowriteradioadsthatwouldgiveradiolistenersaproperwake-upcall,aproperbreakandaproperbedtimeslumber.AndwepromotedYorkshire’sinvolvementwithcricketbygettingStuartBroadandMichaelVaughantodemonstrate‘Bowlingdoneproper’(bowlingaYorkshireteabagintoamug),andtheninvitingcricketfanstodothesame.

(Using‘WhereEverything’sDoneProper’tolaunchdaypartbrewsandpromotecricketsponsorship)

‘Whereeverything’sdoneproper’celebratedYorkshire’sphilosophyinafunandfamouswaythatevensleep-shoppingPGandTetleybuyerscouldn’tignore.Andourmediastrategyamplifiedtheeffectoftheidea.HavingmultipleshorterTVexecutions(ratherthanthesingle60ofpreviouscampaigns)meantwecouldmaintainamorecontinuouspresencesowewerealwaystalkingtonon-buyersjustbeforetheywentouttotheshops.Wewereon-air16outof40weeksfromMarch2017totheendofJan20184.Weoverspentincheapermonths,givingusmorebangforourbuckandallowingustomakepropernessevenmorefamous.

4Goodstuffcommmunications

PROPER POWERFUL

The early light like a work of art,The urgent song of the swooping birds;

Day feels like it’s about to start:A rush of ideas, shaped into words.

This is the perfect time to thinkThen grab the morning from the shelf

And glug a brew by the kitchen sinkJust as the day kickstarts itself.

- Ian McMillan

I T ’ S N AT I O N A L P O E T RY DAY SO TO

G I V E YO U R M O R N I N G A K I C K-S TA R T

H E R E I S A N O D E TO B R E A K FA S T T I M E .

Andweup-weightedtheplanwithVODtoreachyoungerconsumerssowecouldswitchthemontoYorkshirebeforetheirtea-buyinghabitsweresetforlife.Results–YorkshireTeasurgedpastTetleyandsetitssightsonPGAlmostimmediatelyafter‘Whereeverything’sdoneproper’wenton-air,YorkshireTeasalesandsharebegantoriserapidly,andtheyhaveriseneverymonthsince.

YorkshirefinallyovertookTetleytoclaimthenumber2spotinthemarketandputPGTipsfirmlyinitssights.

Thischangeinthenation’steabuyinghabitswassounprecedenteditbecamenationalnews.

Sincethecampaignhasbeenonair,salesandsharehasrisenrapidly

Source:NeilsenIRI

Valueshare

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£76,000,000

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4w/e17Sep16

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4w/e7Jan17

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4w/e11Nov17

4w/e09Dec17

4w/e06Jan18

YorkshireTeaValueSalesYorkshireTeaValueShare

Valuesales

WhereEverything’sDoneProperCampaign

YorkshirefinallyovertookTetleytobecomenumber2andsetitssightsontheleaderPGTips

Source:NeilsenIRI

Valueshare

15.0%

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35.0%

52w/e10/09/16

52w/e05/11/16

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52w/e22/04/17

52w/e24/06/17

52w/e19/08/17

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PGTipsStd TetleyStd YorkshireStd

WhereEverything’sDoneProperCampaign

PRcoverageofYorkshire’ssalesincrease(Source:FINNPR)Wewillnowprovethat‘Whereeverything’sdoneproper’wasresponsiblefortheseremarkableresults,breakingthroughtoPGandTetleysleep-shoppersandconvincingthemtoswitch.1.ThenewcampaigngeneratedbuzzfarbeyondcurrentbuyersGiventhecultstatusofYorkshireTeayou’dexpectexistingdrinkerstoloveanynewworkfromthebrand.ButthescaleofresponseshowedweweregoingfarbeyondtheYorkshirecult–withtheTVadsbeingsharedfarmorethanpreviouscampaigns.YorkshireTeabecamethe6thbuzziestbrandinthewholeoftheUKfor2017.

2.Thecampaigncut-throughtonon-drinkersmuchbetterthanpreviousworkCampaignresponseshowedhoweffective‘Whereeverything’sdoneproper’wasatbreakingthroughtonon-drinkers.PastYorkshireTeaworkhadperformedwellonthesemeasures,butthenewcampaignwassignificantlybetter.

‘WhereEverything’sDoneProper’createdhugebuzzandYorkshireTeabecamethe6thmosttalkedaboutbrandna@onallyin2017

Source:FINNPR,YorkshireTeasocialmediateam,YouGovBrandindex

PRcoverageofthecampaigngenerated41,552,431OTS5,746,000organicviewsoftheads68,700shares

7%engagementrate(ReacEons,likes,comments,shares)

3.Thecampaignimprovednon-drinkerperceptionsofYorkshireTeaTrackingshowedthatnon-drinkershadn’tjustnoticedthecampaign,ithadchangedtheirviewsofYorkshireTeaasabrand.Wesawlargeincreasesonallbrandmeasuresversuspre-campaignwaves.

Andcrucially,improvementsinbrandperceptionwereevenmorepronouncedamongstthosenon-drinkerswhorecognisedtheads,suggestingthatitwasthecampaignitselfthathadchangedtheiropinions,ratherthananyotherfactors.

WhereEverything’sDoneProperwasfarmoreeffec9veatbreakingthroughtoNonDrinkersthanpastYorkshireTeacampaignshadbeen

Source:TheNurseryBrandTrackingPreviouscampaignsranfrom2013to2016

57%59%

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Islikeable Isdifferent Makesmethink

differently

Makesmewantto

findoutmore

Makesmemore

likelytotry

PreviousYTcampaigns

WhereEverything'sDoneProper

PercentageofNONDRINKERS

agreeingthatthecampaign

Significantdifferenceat95%

WhereEverything’sDonePropersignificantlyimprovedhowNonDrinkersfeltabouttheYorkshireTeabrand

Source:TheNurseryBrandTrackingPrecampaignaverageMar16–Feb17,PostcampaignaverageMar17todate

24%

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Ahighqualitybrand

AbrandItrust Abrandthatmakesaproper

cupoftea

Abrandthatcaresaboutdoingthingsproperly

Abrandthatisworthpayingabitmorefor

Precampaignaverage

Postcampaignaverage

PercentageofNONDRINKERSagreeingthat

YorkshireTeais Significantdifferenceat95%

4.Non-drinkersbeganswitchingtoYorkshireTeainlargenumbersAsthebelowKantardatashows,allthesechangesinperceptionfedthroughintoreal-lifebehaviour.ThevastmajorityoftherecordedsalesincreaseforYorkshireTeacamefrompenetrationgrowthandnewhouseholdsasnon-buyersswitchedintothebrand.

RulingoutotherfactorsCouldanythingelsehaveaccountedforthehugesurgeinsalesandsharethatYorkshireTeaexperiencedduringthecampaignperiod?

NonDrinkerswhorecognisedWhereEverything’sDoneProperwerefarmorelikelytoendorsethebrand’scorevalues

Source:TheNurseryBrandTracking

17%

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ThebesttasAngtea

Ahighqualitybrand

AbrandItrust Abrandthatmakesaproper

cupoftea

Abrandthatcaresaboutdoing

thingsproperly

Abrandthatisworthpayingabit

morefor

NonDrinkerswhodon'trecogniseWEDPads

NonDrinkerswhodorecogniseWEDPads

Percentageagreeingthat

YorkshireTeais

Significantdiffat95%

YorkshireTeagrowthiscomingfromnewbuyers,notmorevolume

SOURCE:KANTARWORLDPANEL,03DEC17VS.PREVIOUSYEARTOTALYORKSHIRETEA|TOTALMARKET|STANDARDBLACKTEABAGS|TOTAL|24W/E|PREVIOUSYEAR

Mediaweight?Didwejustspendourwaytosuccess?No.Theamountspentonthe‘Whereeverything’sdoneproper’campaignwasactuallysmallerthanthatinvestedinsomepreviousyears.AndYorkshireTea’soverallshareofvoicewasbroadlyinlinewithhistoriclevels.

Pricing?BecauseoftheweaknessofthepoundcausedbyBrexitandthefactthatteacomesfromoverseasthecostofsourcingteawentupandallteabrandswereforcedtoincreasetheirpricesduring2017.Howeverasthedatashows,Yorkshire’sincreaseswereininlinewiththoseofthemarketleaders,andsocannothavegivenitanyparticularadvantage.Brand Av£/kilo52w/e7Jan2017 Av£/kilo52w/e6Jan2018 IncreasePGTips £6.47 £6.75 4.4%Tetley £5.96 £6.24 4.7%YorkshireTea £7.78 £8.19 5.2%

Source:NielsenIRIInfactthesuddengrowthinYorkshireTeasalesisallthemoreimpressivegivenshopperswerebeingaskedtopaywithmorefortheirdailycuppa!In-storepromotion?DidYorkshireusepromotionalmechanicstogainsalesandshare?

YorkshireTeaspendandShareofVoicein2017wassimilarthatinpreviousyears

Source:NielsenAddynamix/GoodstuffCommunica9ons

£3,868.00

£4,852.00

£7,571.00

£4,670.00£5,108.0026%

28% 29% 29%

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2013 2014 2015 2016 2017

YorkshireTeaSpendYorkshireTeaShareofVoice

Spend(000s) Shareofvoice

No.Againthankstothecompetitivenatureofthemarketallbrandsincreasedtheirratesofpromotionin2017butonceagainYorkshirewasinlinewiththetrend.Brand %deal52w/e28Jan2017 %deal52w/e6Jan2018 IncreasePGTips 80% 81.30% 1.3%Tetley 74.8% 78.3% 3.5%YorkshireTea 58.6% 61.5% 2.9%

Source:NielsenIRIThesesmalldifferencesinpromotionalactivityamongstthethreebrandscannotaccountforYorkshireTea’ssuddengrowth.IndeedTetley,whichYorkshireTeaovertookduringthecampaignperiod,waspromotingitselfmoreheavilyandshouldhavegainedsalesasaresult!ConclusionTherecomesapointinanybrand’sgrowthwhenithastostepupandchallengetheleaders.By2017,YorkshireTeahadreachedthatpoint,andthereforefacedthemassivetaskofjoltingPGandTetleysleep-shoppersoutofthehabitofalifetime.Ourcampaignwasmorethanequaltothetask.ByshowingthatYorkshireTeaisaplace‘WhereEverything’sDoneProper’wemadeYorkshire’sdedicationtoqualityculturallyfamous.Thecampaignturnedacultfavouriteintoanationaltreasure,bringingtensofthousandsofbuyersintothebrandandcreatingasurgeinsalesthatpropelledYorkshireTeapastTetleytobecomeafirmnumber2andallowingittosetitssightsonthetopspot.Wordcount-1809