How Yorkshire Tea became Britain’s No.1 Tea - Dom Dwight

Dom Dwight former editor & journalist who, just over a decade ago, discovered a passion for doing marketing properly, most notably through Yorkshire Tea but with a growing focus on coffee for Taylors of Harrogate. He's on a mission to prove that brands can connect with consumers in a way that benefits business, people, and (if it's not too ridiculous) the world.

What we covered in this episode:

• What a Proper Yorkshire Tea business card would look like
• From journalist to CMO of the UK’s best loved Tea brand
• Starting out on Twitter in 2008 to connect with ex pats who love tea
• Going from No.3 Tea brand to No.1 in just a couple of years
• Transforming market share from 13% to 33%
• Yorkshire Tea for Yorkshire people using Yorkshire water
• Why communication was the strategy to unlock growth
• How social media informed Yorkshire Tea’s tone of voice
• The serious case for more humour
• Discovering the ‘where everything’s done proper’ idea with Lucky Generals
• Why targeting new users was critical for brand growth
• How well known Yorkshire celebrities helped the brand reach new users
• Getting Sean Bean to run the company induction
• Using the Brownlee Brothers for deliveries
• Asking Michael Parkinson to do your interviews
• Hiring Kaiser Chiefs to produce the hold music
• Focussing on quality over quantity for Ad production
• Turning the Advertising engines off during covid but gaining some useful tailwinds
• Jon tests Dom on his ability to predict which Ad perform best on System1
• The power of movement to capture our attention
• The importance of creative instincts when making a great ad
• Why trust is so important when delegating to your team
• How Yorkshire Tea discovered a sense of humour
• In house social on a budget vs agency high production
• The power of low ego at Lucky Generals
• Inventing the social distancing teapot during lockdown
• Quietly going carbon neutral and painting the story on pack
• The importance of culture to the performance of the brand
• Time invested in genuinely asking ‘how people are; that supports during challenges
• The Importance of a stable management team over the long term
• Turning loyal brand drinks into advocates to recruit new ones
• Customer complaints about not screening the full version of the Sean Bean TV ad
• Debating which Christmas ads work and which don’t
• Praising the power of M&S ‘this is no ordinary’ Advertising
• Yorkshire Tea’s ambition take on the World