Major Yorkshire brands invest millions in marketing revamp

BRANDS Yorkshire Tea and Asda are investing heavily in revamping their marketing campaigns.

Yorkshire Tea has poured £5m into an advertising campaign, including a television ad launched last night, to combat brand apathy.

Marketing manager Kevin Sinfield said that the year-long campaign intended to demonstrate how doing things “carefully, personally and lovingly” really matters, and that the push would “challenge the nation’s tea drinking habits and brand choice.”

“We’re still very much a nation of tea drinkers and yet, all too often, there is a sense of apathy towards the product,” he said.

The campaign around ‘Brewtopia’ will also celebrate Yorkshire Tea’s third year as official brew of the England cricket team.

Leeds-headquartered supermarket Asda has also refreshed its marketing materials, bringing back the “iconic” pocket tap to its adverts, which was first launched on the unsuspecting British public in 1977.

It is also getting a rebrand to bring it in line with US-based parent company Wal-Mart.

Barry Williams, Asda’s chief customer officer, said it wanted to get back to showcasing “the fun and customer focus, which makes Asda special.”

This follows a difficult start to the year for the firm which saw sales dip a further 3.5%, reducing its market share to 16.5% market share, down from 17.1% last year according to the latest Kantar Worldpanel figures.

 

 

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