Taking Yorkshire Tea to the World - the story of Little Urn  (2012)

Silver award winner

Campaign: Taking Yorkshire Tea to the World - the story of Little Urn
Brand: Yorkshire Tea
Client: Taylors of Harrogate
Entrant: Beattie McGuinness Bungay
Principal Authors: Jamie Inman - Beattie McGuinness Bungay, Zoe Crowther - Beattie McGuinness Bungay

Credited Companies: BMB - Creative Agency, Taylors of Harrogate - Client, MediaCom Manchester - Media Agency, Ebiquity Research - Econometric modelling agency, The Nursery - Research Agency, Brainjuicer - Research Agency

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Yorkshire Tea had a goal to become the no. 2 brand in the tea market. To achieve this, their creative solution involved u2018Little Urnu2019, a little van painted in the style of their iconic packaging. Led by Facebook fans, he travelled from Britain to America, taking a u2018proper brewu2019 to the people who need it most. Communications charted this Facebook-guided mission, which was then broadcast on television advertisements. In one year value sales increased in Yorkshire from u00a38.58m to u00a39.373m, a rise of 9.5%. In the rest of the country, sales rose by 11.6% - from 46.1m to u00a351.45m. Nationally, Yorkshire Tea market share rose from 12.06% to 13.79%.

Judge's Comments:

This was a terrific example of how a traditional brand innovatively leveraged old and new media to communicate to a new audience. They adopted a very smart creative strategy, via social media and TV to harness the power of existing fans in recruiting new Yorkshire Tea drinkers. The use of the ‘Little Urn’ van perfectly captured the spirit of the brand.