Yorkshire Tea’s partnership with the English Cricket Board was entering its 4th year. Awareness of the partnership amongst our cricket-loving audience had plateaued, following extensive activations at games, and our TV and print based Great Cricket Tea Challenges. Our task was to build on this awareness to create a deeper connection with fans and drive product consideration.
Yorkshire Tea is home of the ‘Proper Brew,’ so the brand does everything ‘proper,’ especially cricket tea breaks. So, we took this sacred moment beyond the test match, to create the “Yorkshire Tea Break with talkSPORT”. A daily, hour-long, afternoon editorial strand made up of compelling content and proper discussion of sporting matters – cricket and non-cricket.
We were bowled over by the reaction to our show. Yorkshire Tea’s brand tracking research showed significant runs scored for ‘connection to cricket’ (+21%), ‘does things properly’ (+14%) and ultimately purchase consideration (+15%). Our scorecard from talkSPORT was equally as impressive – beating all previous results for partnerships and 10% more listeners identifying Yorkshire Tea as their favourite brew.