Heroing the nations best gardens with Yorkshire Gold.
Yorkshire Gold is the market-leading premium tea, sourced from the world’s top ten tea gardens; the tea taster’s tea of choice, but sales were in decline. We had done too good a job on Yorkshire Tea’s main brand, with people now choosing it over Gold. We needed to increase value sales by 3% and increase consideration amongst drinkers, so they considered it as the “Gold standard” of tea.
Leveraging Yorkshire Gold’s sourcing credentials to solve our problem, we tapped into a natural association with one of our audience’s favourite weekend pastimes – gardening. Partnering with The Telegraph, we created Growing for Gold; a search for the UK’s top amateur gardens, adding a competitive edge to our audience’s weekend hobby, and highlighting that Gold comes from the world’s best tea gardens. A passion and product match made in heaven. We encouraged entries by launching a raft of print and online activity. Using a celebrity judging panel to pick the winner, we displayed winning gardens in print and online, filming our gardens tour and producing a three-minute video, plus social cutdowns. Katie Rushworth (gardener and presenter) interviewed winners, creating a 60-second, editorial-style TV ad (or “fauxgramme”, as we call it). The TVC ran during ITV’s “Love Your Garden”, which often featured Katie, contextualising our partnership.
Yorkshire Gold’s value sales grew 5.2% (vs. our target of 3%) achieving switching growth for the first time, making Gold the only brand in growth in the category. Over 40% of respondents said they purchased the tea after seeing the campaign and consideration blossomed with 85% purchase intent. We hit our highest brand awareness ever (48%) with Telegraph readers having 14% higher awareness. Telegraph content reached 50% of Twining's drinkers with 125,787 unique views online, 135,069 video views, over 5,000 shares, and a further nine million seeing our TV spots. The campaign generated a 5.2% growth in revenue, 85% purchase intent, and nine million viewers. Not to mention, bagging us a Campaign Media Award. Now that deserves a cuppa Gold!