In the third year of Yorkshire Tea’s campaign, a tie-up with The Telegraph aimed to develop an understanding of the Great Cricket Tea Challenge among tea drinkers and cricket fans.

1. NewsworksBestContentPartnership2015: Yorkshire Tea’sGreatestCricketTeaChallenge
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Yorkshire Tea’s Greatest Cricket Tea Challenge
Executive Summary
Yorkshire Tea is the official brew of the English Cricket Board and sponsors the Test Match
(Yorkshire) teabreak.Whilstcricketisinthe bloodin Yorkshire it’s an association that comes with a
problem:mainteabuyersdon’tfollow cricket. The Great Cricket Tea Challenge (GCTC), was an idea
designedtofindthe bestcricketteainthe landand filledwiththe kindof goodstuff (sorry) maintea
shoppers and cricket communities would be interested in. Working with The Telegraph over five
monthswe crownedNewtonLinfordCCchampions,and rewarded Yorkshire Tea with great results.
Background and Objectives
In 2013 Yorkshire Tea signed a 3-year partnership with the ECB as a platform to build loyalty and
advocacy with existing YT drinkers and cricket followers. Our brief had previously been to amplify
this partnership.
GCTC was developed by Goodstuff to bridge the world of tea and cricket – and find the greatest
cricket tea. In 2013 and ’14 we used TV to broadcast the finals of our nationwide search in a Great
BritishBake Off take-off.Whilstdelivering great reach it struggled to deliver deeper understanding
of Yorkshire Tea’s involvement with Cricket amongst core audiences.
In 2015 we turned to print to develop understanding of the GCTC amongst tea drinkers and cricket
fans and reinforce appreciation of cricket as a perfect match for the brand.
Insight
Combining brand tracking and Ebiquity data from previous GCTC campaigns, with a pinch of
audience and Newsworks insight, we had all the ingredients needed to develop our idea and
planning.
Brand tracking1
showed previous TV campaigns delivered broad awareness gains but struggled to
build deeper understanding. Ebiquity told us TV but had been inefficient due to the longer time
lengths2
required to tell our story.
Added to this we knew GCTC 2015 would be running alongside a new brand TV campaign and on
tighter budgets - this also helped shift our focus.
Yorkshire Tea drinkers love TV (42% heavy consumption) but also enjoy quality print (13%, i194).
Newsworksdatashowedthat 9.2m readers look out for food and drink content. This, overlaid with
information on how context affects our decision making3
, helped evolve GCTC to a newsbrand
partnership.
We workedwithThe Telegraphtounderstandhow their platforms and touchpoints could bring the
GCTC to life andlandour campaignwith both tea buyers and cricket lovers. The icing on our insight
cake relatedtoMichael Vaughan.A Yorkshire Tea ambassador he was identified as an ever popular
element in brand tracking (72% very positive sentiment about his involvement with GCTC).
1 Nursery Brand Trackingfor YorkshireTea September 2014:Wave 13
2 In 2013 we delivered 120’s and 90’s in 2014 we used 60’s
3 Newsworks research.The Company You Keep.

2. NewsworksBestContentPartnership2015: Yorkshire Tea’sGreatestCricketTeaChallenge
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Furthermore,he was an existing Daily Telegraph columnist. Knowing that we could use him across
the partnership made for an even tastier campaign.
The Plan- Education and Understanding
The prize for the winning club was a £5,000 grant and a match against the PCA Masters4
, captained
by Vaughan. To arrive at this point, a detailed plan running from May to September and
encompassing the Ashes was devised. It comprised of three parts; club recruitment, stories of the
shortlistedclubsandcelebratingthe winners.Alongsidethiswe were aneverpresent alongside The
Ashes using press and unique digital formats.
The launch used attention grabbing formats to help drive recruitment; a Telegraph Sport section
coverwrap with forward from Vaughan and roadblocks across The Telegraph site, supplemented
with email pushes from ECB, Yorkshire Tea and Telegraph databases. Scheduled tweets from
@Telegraphsportmeant the competitionreachedan extra100k people.Gareth A. Davies,Telegraph
journalist and GCTC judge even went on to talkSPORT to wax lyrical about the competition with
Darren Gough.
Recruitmentresultedin132 qualityentries5
fromclubs,justourcupof partnershiptea! We whittled
down the 132 to 6 finalists who were visited by Telegraph journalists; Xanthe Clay, Mike Gatting,
Gareth A. Davies and a Yorkshire Tea representatives across June. The finalist’s stories were
publishedacrossJulyandAugustinline withthe Ashes. They appeared in The Telegraph Weekend,
iPad edition as well as housed within the microsite- the ‘hub’ for all of our content. To help bring
readersto the contentwe used Yorkshire Tea, the ECB and Telegraph’s combined email databases,
print and digital display as well as further scheduled tweets from @Telegraphsport.
The celebration phase saw Newton Linford CC crowned winners due to a great spread and strong
community ethos.
On the 6th
September they played the PCA Masters supported by 1,000 locals (pretty much the
whole village).The followingweek we had a full match report and write up in the sport section and
Telegraph Magazine both written to appeal to different audiences. Complimenting written one
summarypiece of videocontentwill be seeded via Outbrain and Facebook bringing people back to
our quality content from across the campaign. (Please see the wrap up video supplied with our
entry.)
Underlining our ECB partnership we ran a 33x3 format every day of The Ashes in the sport pages.
The ‘Teabreak Teaser’ was designed to entertain cricket fans with trivia and puzzles during the tea
break, and further awareness of the GCTC. Reactive copy also ran is the Test finished early in the
bought space.
Across cricket content on The Telegraph site a ‘closable’ teapot6
take over ran from 3:45-4:00pm
encouraging visitors to take 15 minutes for tea themselves.
4 Former England Cricket players
5 Fully completed entries- and over 15% of ECB registered clubs.
6 See supportingimagery

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Results
Witha switchfromTV to pressbringingpressure,we have deliveredimpressive campaignawareness
and recognition levels.
More importantly, awareness of the ECB partnership amongst our audience has reach an all-time
high.Of those aware 83% nowsee the ECB partnershipasa goodfitfor the branddemonstratingthe
value it has for YT.
At the time of writing our telegraph partnership had reached 7.2m (20%) tea drinkers and 2.4m
(23%) cricket fans whilst hitting the frequency for 6 (OTS)7
.
Recall of the campaignamongstthose exposedwasinline withpreviousTV campaigns.Amongstour
core cricket audience this was higher.
The increasedfrequencyhas also allowed us to back the campaign with more high quality relevant
content. 1 in 4 readers Telegraph readers recalled seeing any element of the GCTC.
Client Quote
“We have been involved with print partnerships before, but taking The Great Cricket Tea Challenge
away fromTV felt like a big step.Goodstuff presented a big idea and plan that has delivered against
ourobjectives.The qualityand breadthof contentproduced by TheTelegraph too has been fantastic.
Here’s to more great work in the future”.
Tom Blair. Brand Manager Yorkshire Tea
7 Excludingdigital seedingwhich is boughtto deliver 300k completed views