Marketing Agencies Association
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Client: Yorkshire Tea

Disciplines: Live Brand Experience

Sectors:

Yorkshire Tea #teaonthetrain

Yorkshire Tea has long been an unmistakably British brand with a quirky style. Just right for a rather mad-cap English tea party.

The Client

Taylors of Harrogate are a Yorkshire family business devoted to the craft of outstanding coffee and tea. They do things properly, without shortcuts, showing care and respect to everyone along the way – from the people who grow it to the people who drink it. Since 1886, that’s been right at the heart of their company, and it shows.


This was our first major piece of experiential activity and it really captured everyone’s imagination – giving them a genuine, feel-good insight into the fun and fantastic world of Yorkshire Tea.”

Simon Eyles, Marketing Director | Yorkshire Tea



The Challenge

To mark the launch of Yorkshire Tea’s new TV ads and cricket sponsorship, we invited 200 journalists, bloggers and fans to a travelling tea party aboard The Orient Express.

The Strategy

On a four-hour jaunt through the English countryside, we entertained guests with the Yorkshire Tea marching band, sumptuous tea-cakes, tea-cocktails and tea talks. With fans including 1D’s Louis Tomlinson and cricketer Michael Vaughan on board, this was tea-time at its very best.

The Solution

Experiential, Communications, Digital and Social

The Results

75% share of online tea chatter
115K video views
35K social media mentions

Experiential is a great way to bring out a brand’s personality – especially when it’s as quirky as Yorkshire Tea’s. This was a campaign built around pure brand love, sparking adoration on social media, and even deeper attachments amongst brand fans.


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