How the hilarious "We do things Proper" moved Yorkshire Tea from fifth to first

Yorkshire Tea
Written By On Strategy Showcase

Dom Dwight
Marketing Director
Taylors of Harrogate
Wakefield, England

Connect with Dom
LinkedIn / Yorkshire Tea

Loz Horner
Strategy Partner
Lucky Generals
London, England

Connect with Loz
LinkedIn / Lucky Generals

Facing two massive competitors, Yorkshire Tea went from 5th to 1st with a hilarious creative and strategic effort that reignited consumer interest in what was thought to be a deeply entrenched category.

 
 

Below are the spots from both waves of the campaign.

 
 

Below are samples of competitor’s spots that reflect the spirit of historical work that established both brands.

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