Back in 2009, Yorkshire Tea was the 4th largest brand in the black tea market. But this local business had a bold ambition; to become the biggest tea brand in the UK.

But how? The challenge seemed impossible; the tea market was shrinking, and the market leaders had physical and mental availability that any brand would envy. 

Research from The Nursery pointed the way, showing that to grow, Yorkshire Tea needed to reach out to new tea drinkers. Campaign evaluation research has helped shape and refine Yorkshire Tea’s communication, providing constructive evaluation and recommendations (on creative, media, targeting and brand). This was proper research done right. With each campaign the team learnt, optimised, and evolved.

With the launch of ‘Where Everything's Done Proper’, Yorkshire Tea first overtook Tetley and then PG Tips. Tracking data was paramount in demonstrating the effectiveness of the campaign in converting non-drinkers to Yorkshire Tea.

Our data has featured heavily in a number of award papers including two Effies and a co-authored IPA Effectiveness paper.

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“We’ve worked with The Nursery for many years so it’s a truly long term partnership and they’ve been essential to the success of our branded business. The insight they provide, paired with critical strategic advice has been a real source of strength for our marketing. I don’t think Yorkshire Tea could’ve grown to become UK number one without them.” 

Dom Dwight - Marketing Director, Taylors of Harrogate 

Yorkshire Tea: Becoming number one