Planning & Execution

THE APPROACH
In line with the brand’s tongue-in-cheek style, a single creative simply stated: “Tea so nice, Brits won’t shut up about it.”

To achieve our objective of raising awareness, we implemented a three-pronged approach:
1. Data-driven audience targeting with Large Format OOH and DOOH sites: Utilising third party data, we identified key areas in Sydney and Melbourne that over indexed for the Yorkshire Tea target audience, then mapped OOH, DOOH and Westfield locations to the audience data to see where the campaign sites should be placed
2. DOOH sites in close proximity to Yorkshire Tea stockists:Coles, Woolworths and David Jones
3. Experiential OOH sampling:Sampled by brand ambassadors in multiple Westfield locations.

EXECUTION
Kicking off in September, our campaign was visible on high-impact roadside OOH sites in close proximity to Westfield malls in Melbourne and Sydney.

Inside the malls, our sampling brand ambassadors were ready to hand out Yorkshire Tea samples in close proximity to Woolworths, Coles and David Jones stores - all stockists of the tea. As part of our strategy, OOH sites within proximity were activated with the brand’s tongue-in-cheek style, a single creative simply stated: “Tea so nice, Brits won’t shut up about it.”

In total, we would sample Yorkshire Tea in 15 different malls - 4 in Victoria, Melbourne and 11 in New South Wales, Sydney.

Effectiveness / Results

The campaign was a tea-riffic success, with 125,000+ engagements and footfall traffic / visibility of over 1.1 million! Over 1.2 million Yorkshire Tea bags were sampled by brand ambassadors throughout the campaign duration.

Comments from our audience included:

• Thank you so much for letting me know Yorkshire Tea is available in Australia.


• Love that (digital) panel.... very clever and humorous. It really stands out when you are giving the tea away next to it.


• It’s great to learn more about the Yorkshire Tea range. I was completely unaware of the brand and will go into the supermarket now and have a look for it on the shelf.


• I have never thought about being loyal to a tea brand, but after meeting you today, I will look more closely at what tea I will buy in the future.


• I would never have bought this if you didn’t give me a sample. But I would now buy this tea, as I love the flavour.


• I had never heard of this brand before I met you last week. I went home and tried the tea and loved the taste. I would buy this over other tea brands in the future.

With incredible reach and even better comments, we definitely achieved our objective of raising awareness - it’s time for a celebratory cuppa!