Yorkshire Tea

If there’s one thing that the Brits are known for, it’s tea!

Over 100 million cuppas are drunk every day in the UK, making the Brits one of the world’s largest tea consumers. As tea connoisseurs, they have their favourites – with Yorkshire Tea coming out on top in a recent poll.

Last year, Yorkshire Tea launched down under and has since been ranked the best-tasting black tea in Australia by CHOICE.

To celebrate, whilst raising awareness for Aussies who haven’t yet tried Yorkshire Tea, we launched a cheeky OOH and experiential campaign in Sydney and Melbourne.

In line with the brand’s tongue-in-cheek style, a single creative simply stated: “Tea so nice, Brits won’t shut up about it.”

To achieve our objective of raising awareness, we implemented a three-pronged approach:

1. Data-driven audience targeting with Large Format OOH and DOOH sites
2. DOOH sites in close proximity to Yorkshire Tea stockists
3. Experiential OOH sampling.

Kicking off in September, our campaign was visible on high-impact roadside OOH sites in close proximity to Westfield malls in Melbourne and Sydney.

Inside the malls, our sampling brand ambassadors were ready to hand out Yorkshire Tea samples in close proximity to Woolworths, Coles and David Jones stores – all stockists of the tea. As part of our strategy, OOH sites within proximity were activated with the brand’s tongue-in-cheek style, a single creative simply stated: “Tea so nice, Brits won’t shut up about it.”

In total, we would sample Yorkshire Tea in 15 different malls – 4 in Victoria, Melbourne and 11 in New South Wales, Sydney.

The campaign was a tea-riffic success.

Over 1.2 million Yorkshire Tea bags were sampled by brand ambassadors throughout the campaign duration.

Comments from our audience included:

• “Thank you so much for letting me know Yorkshire Tea is available in Australia.”
• “Love that (digital) panel…. very clever and humorous. It really stands out when you are giving the tea away next to it.”