Yorkshire Tea Partners with England Cricket

Yorkshire_Tea_still.0001Yorkshire Tea are set to unveil a new TV ad and sponsorship of the England Cricket team in a 3 year sponsorship deal that will see them celebrate the “Yorkshire Tea Break” across cricket grounds nationwide.

The supporting TV ad, created by Beattie McGuinness Bungay depicts a joyous celebration of tea, showing Yorkshire Tea’s unique Yorkshire charm and infectious enthusiasm for a ‘proper brew’.

Simon Eyles, Marketing Director of Taylors of Harrogate said, “Yorkshire Tea has seen fantastic sales growth over the last few years and the new TV campaign aims to build on that momentum. Almost 70 employees were able to take part in the filming of the advert and the result is a joyous celebration of tea, showing our unique Yorkshire charm and infectious enthusiasm for a proper brew.”

When the umpire at a village cricket match calls ‘teatime’, a Yorkshire Tea parade erupts onto the pitch and the celebration begins. A brass band plays ‘Everything Stops For Tea’ as Yorkshire tea workers and a barrage of tea themed entertainers empty onto the pitch from Little Urn’s tea-box trailer.

Yorkshire_Tea_still.0002They create an enormous teacup in the middle of the cricket ground, and pour in tea from a giant inflatable teapot, whilst catapulting in sugar cubes using acrobats dressed as teaspoons! As the workers hand out steaming cups of Yorkshire Tea to surprised locals watching the match, the Blades whirr overhead to create a giant visual spectacle and the ultimate tea break.

The ad was filmed at Tong Yorkshire Cricket club using their real cricket team, featured local entertainers and used Yorkshire Tea staff for added authenticity.  The local Yorkshire “Marsden Silver Prize Band” provides the sound track to the ad.

ECB Commercial Director John Perera said,  “This deal with Yorkshire Tea is a welcome addition to our ever expanding commercial partner family.  Cricket and tea go hand in hand, and Yorkshire Tea is a brand that fits the ECB’s values perfectly. It’s pleasing for us as a governing body to see a partner feature the game in above-the-line advertising which will undoubtedly stimulate even more interest in the sport ahead of a packed domestic and international season.”

The Sponsorship deal is via the England Cricket Board and was brokered by BMBNeon. The sponsorship will not only be amplified by the TV ad (with a 5m media spend over the next 18 months) but will be further supported by on-pack activity, online competitions, a Sky media partnership and social media. Media buying is through Good Stuff.

You must be logged in to post a comment Login