Case Studies - Yorkshire Tea

Client: Yorkshire Tea

Campaign: The Yorkshire Tea Tent

Brief:

Link Communication created and set-up a fully functional traditional Yorkshire Team Room, called the Yorkshire Tea Tent at the Innocent Village Fete, for customers to enjoy a cup of tea and slice of cake while at the festival.

Target Audience:

• Families
• Ladies over 50

Campaign Description:

Team of brand ambassadors comprised of Yorkshire Tea branded waiters, meters and greeters, numerous kitchen staff and roaming promo teams to drive new footfall.

Marquee fully branded in accordance with Yorkshire Tea's brand identity, theme also reflected in staff uniforms.

Upon arrival to the marquee visitors welcomed and shown to a free table by an experienced and approachable greeter, they were then given a choice of different teas, cakes and biscuits and allowed to enjoy the experience for 15-20 minutes before being politely encouraged to vacate their seats to make way for other visitors.

Brand experience carefully managed throughout the customer's visit to the tea tent, included costumed staff, children's activities and competitions for adults and children (which enabled the compilation of a substantial customer database).

Results:

• Over 5,000 happy customers served / engaged within the Yorkshire Tea tent over the course of the weekend. 80% of customers said that they would be converting to the Yorkshire Tea brand.