Yorkshire Tea

Anthony Royal used to make tea all the time, he was a big part of the Royal family, so I'll still get asked on the street, he's like, hey Anthony, make us a cup of tea, it's a big part of my life.

So whether it's PG Tips, Tetley's, blah blah blah, You know, everybody's pretty aligned on the idea that if you want a really good solid cup of tea, Cabilda's tea, it's Yorkshire tea.

Yorkshire tea.

That's the one, right? Yeah,

exactly.

But how does it...

It's a very new tea, formed in 2006, the company, Lancashire Tea.

Right, OK. It's quite new as a sort of direct riposte to Yorkshire Tea's dominance.

And we did some wonderful work with Paul and the Whole Brain Marketeer.

where Paul's LLM model looked at the strength of brands, the heart, face, voice and action of those brands, and we looked at shifts in coherence, so heart, face, voice and action for the IPA cases in the IPA database, and found that brands that got more coherent over time, like Cadbury's would be an example, or KFC, or Yorkshire Tea, these are very coherent feeling brands.

That sort of brand, that sort of shift, positive shift in coherence, links to things like reductions in price sensitivity, brand effects and all of those things.

Yeah, really interesting stuff.

And we found it was very descriptive of the truth of those brands.

And what we also found was when looking at the IPA cases, It was very interpretative of the shifts for the most successful commercial cases so that those brands that look back into their heart, re-expressed it in communications with their voice, but also committed to new sorts of actions.

So whether it be Cadbury's or whether it be Yorkshire Tea or Guinness actually were building increased commercial power compared to brands that were less coherent in terms of heart, face, voice, and action.

So this is really important research really because it directly correlates with commercial outcomes and that's something that in this economy is really challenging for some brands at the moment.

But then I started working with consumer brands in design.

And then I'd love it when I went to somebody's house and you get the milk out of the fridge and you see a bottle of Heinz tomato ketchup that you worked on or you know that people love Yorkshire tea and they would never drink another brand.

And the role that box and I have the pleasure and privilege of working with Yorkshire tea.

The role of that box, the relationship people have with the Yorkshire landscape on the Yorkshire tea box is so profound.

And there was a sort of seed of that planted when I was at Ogilvy working with these design agencies.

And I thought, God, I'd never thought about where actual brands come from.