There’s something in the water in Yorkshire

Tea is a decreasing part of younger drinkers’ repertoire, and brand preference for Yorkshire Tea shrinking within it, so we needed to give the brand a boost of cultural relevance across the summer. The Olympics were the perfect opportunity because Yorkshire produces more Olympians than any other UK county, and, in isolation, placed above Australia in the London 2012 medal table.

Our content-led “There’s Something in the Water” campaign set out to emphatically (and humorously) prove the performance-enhancing benefits of Yorkshire Tea using science, sporting legends, gameplay, and a perfect partner, in JOE Media. Aligning audience and tonality with spot-on talent and multi-touchpoint creative executions, including three hero films, shortforms, multiple articles and a takeover of JOE’s Pub Quiz, content appeared across Instagram, Facebook, TikTok, X and JOE.co.uk, delivering huge reach and a staggering 20% engagement rate. The most impressive effects were post-campaign brand tracking showing Yorkshire Tea as top for preference, for the first time in the ten years since our tracking began and share within the standard black tea market growing 3.3% over the quarter, where only the JOE Media partnership ran.