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Yorkshire Gold & Classic FM Live

Brewing long term success with a classic radio partnership.

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Reverse long-term decline of Yorkshire Gold sales by reminding existing customers exactly why it is worth paying more for.

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We partnered with Classic Live FM over 9 months in 2015. With live events, on-air reads, competitions and digital puzzles we immersed people into their passions and our product. It was a unique way to deliver real reach and frequency with a modest budget.

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Our sales not only stabilised but increased over the course of the campaign. We reached over 10 million ABC1 Adults. This extended campaign strategy brewed a concerto of impressive results for the tea brand, seeing penetration grow by 4% against a market that was down 6% YoY.