Uncensored CMO How Yorkshire Tea became Britain’s No.1 Tea - Dom Dwight
Dec 1, 2021
01:19:24
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