The campaign, which runs from September until November will be encouraging caterers to visit the company’s website – www.taylorsoutofhome.co.uk – to request free point-of-sale kits and a sample of Yorkshire Tea. The company has four variants – Original blend, Gold blend, Decaf and a hard water variety.
The aim is to get their customers to tweet @YorkshireTea using the hashtag #properbrew to say where they’ve just enjoyed a cup. At the end of the campaign, the outlet that attracts the most tweets will win a year’s supply of tea.
Out of home and convenience controller John Sutcliffe commented: “We know that Yorkshire Tea has a strength and flavour that keeps customers coming back for more, which is why our proper brew can also be a proper earner.
“Brits love talking about tea, which makes twitter the perfect place to tell the world where you’ve just had a #properbrew. I urge caterers to get in touch today, request their samples and kits, get the online debate rolling and win big.”
The campaign follows independent research by Toluna confirming Yorkshire Tea’s standing as a ‘proper earner’ for foodservice outlets, while underlining why it has become one of the top three brands in the UK for the 84% of people who regularly drink tea. The survey found that 57% of tea lovers complained that out-of-home tea was too weak and 67% would boycott an outlet that served them a bad cup of tea.
Yorkshire Tea’s brand recognition also made it a must-stock product, as it is recognised by 98% of tea drinkers, 63% of whom confirmed they would buy it out-of-home if offered, and 46% would be prepared to pay more for it.
Taylors of Harrogate has produced a handy infographic featuring all of the findings on why operators should make it a proper brew which is available to download from: www.taylorsoutofhome.co.uk/yorkshire-tea/uk-thirsty-for-a-proper-brew.asp.