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ADVERTISING CAMPAIGNS

Yorkshire Tea ‘Builder’ advert

Agency: BMB

Client: Yorkshire Tea

Beattie McGuinness Bungay has launched a  new 30” spot for Yorkshire Tea, in a follow up to the ‘Couple’ spot that broke in February as part of their new 4m 2010 brand campaign.

It builds on the campaign idea that, in Yorkshire, nothing is more important than a proper teatime.  

The TV commercial shows a builder and his client in the middle of a hot dispute over a job.  The argument is suddenly paused as the kettle boils and our two men relax and even start up some friendly banter as they enjoy a proper tasting cup of tea.

Naturally, as soon as the cups are drained they are back at each other’s throats!

The ads continue to use the tagline “From Yorkshire, where teatime’s important.”

The ad is designed to re-enforce the idea of the quality of Yorkshire Tea and the fact that the company believes that tea-time should be done properly.  

Testament to this is the hard and soft water versions of the product in the pack shot of the ad (which Yorkshire Tea will play out to the appropriate UK regions).

The end range shots also features Yorkshire Tea cake to demonstrate the full teatime range.  The agency are developing a press campaign to further support their cakes business later this year.

Media is planned and bought by Mediacom North with further TV executions planned this year to continue the campaign with another execution breaking in August.

“For us at Yorkshire Tea it’s something of a mini catastrophe when we see people drinking a competitor’s cuppa. But with consumer research from the recent ‘Couple’ ad showing heightened re-appraisal for the brand and increased propensity to try Yorkshire Tea, the campaign is proving an effective antidote for us!,” said Marketing Manager at Yorkshire Tea, James Prentice.

“The next creative iteration of our ‘From Yorkshire. Where teatime’s important’ campaign we hope will continue the momentum behind these trends, consolidating our position in the market as the tea brand that genuinely can deliver a proper lovely teatime.”

AJR
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