Challenge
To build the Lancashire Tea brand through its heartland in the North West and quickly take it mainstream and national.
Approach
We built the profile for the founders of Lancashire Tea and talked about the heritage of the tea in the area. We developed a “War of the Roses” story on Yorkshire versus Lancashire Tea and conducted a comprehensive sell-in and sampling campaign to food editors.
Results
Our results delivered over 75 pieces of positive coverage valued, independently, at £454,000, with a return of investment of £400 of media for every £1 invested. Coverage highlights included Liverpool Echo, Liverpool Daily Post, Lancashire Evening Post, Manchester Evening News, The Guardian, Granada Reports, BBC Northwest Tonight and BBC Radio 4’s ‘You and Yours’ programme.
Following the campaign, Lancashire Tea secured listings in Asda, Morrisons, Waitrose and Tesco.
