Yorkshire Tea is on a mission to grow the declining black tea category while luring “habitual shoppers” of other tea brands.
Yorkshire Tea has risen to become the number one black tea brand in the UK, with a larger market share than any of its competitors, but it still aims to approach everything it does with a “challenger spirit”.
Yorkshire Tea’s inclusion in YouGov’s list of the top 10 UK brands may have been a surprise to some but the brand itself says a focus on communicating its personality has helped attract new buyers.
PG tips is launching a “disruptive” £5m campaign supporting its recent packaging refresh in an effort to address declining tea sales in the UK.
Rather than letting Covid-19 put it off its stride, UKTV is investing in a major brand repositioning project as it looks to get match fit for the post-lockdown world.
The travel business is aiming for more direct bookings over those generated through paid marketing investment, something that it claims will benefit its P&L.
The juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
Dragons’ Den star Deborah Meaden is confirmed for the 11th Festival of Marketing. She will join CMOs and other speakers from the world of marketing and beyond on 3 October.
According to WARC Media, social media is the largest media channel worldwide by advertising investment, with Meta alone representing a 63% share of global social spend.
