My love for Yorskhire Tea s far from secret. So it will be no surprise that I read their IPA case study with interest.
There are many things to love about the Little Urn campaign, but what I love best about the data in this case study, is that my beloved Yorkshire Tea is a genuine exception to the iron Double Jeopardy law of brand loyalty.
Basically, brands with a higher market share get that share mostly from having lots of buyers, who are also slightly more loyal that average. But Yorkshire Tea's share comes from having a lot less buyers who are a lot more loyal and drink buckets of the stuff.
Contrary, bloody minded and opposite to conventional wisdom (actually not of course, double jeopardy is ignored or just plain unheard of amongst most 'seasoned' marketing folk) - how wonderfully Yorkshire of Yorkshire Tea.