There’s something in the water in Yorkshire

Where Everything’s Done Proper has been Yorkshire Tea’s brand platform since 2017, but some performance enhancement was required. 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, apart from universal appeal, Yorkshire has a unique and significant claim to Olympic success. 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. Oh, and tea. 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 10 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.