Brewing Success: The Yorkshire Tea Story

From Teesside to Tea Tycoon: A Career Journey

Ben's career began, unexpectedly, in a call center. Discovering a knack for sales but less so for management, he craved a path with growth potential. This led him to Coca-Cola Enterprises, where he spent eight years navigating the fizzy drinks landscape, from driving a Coke van around Teesside to managing supermarket regional directors.

The experience instilled in him the importance of strong teamwork and a shared purpose, values he’d carry forward. Fatherhood brought a desire for less travel and a more hands-on role, ultimately leading him to Bettys & Taylors, the home of Yorkshire Tea.

Yorkshire Tea: From Number Four to Number One

Joining Bettys & Taylors felt like coming home. The collaborative atmosphere, the passion for quality, and the happy workforce resonated deeply. Yorkshire Tea, at the time, was the fourth-ranked tea brand in the UK, primarily popular in its northern homeland.

Ben's role offered a deep dive into the inner workings of a smaller, family-run business. He learned the intricacies of product development, distribution, and marketing, gaining invaluable experience he wouldn’t have had in a larger corporation.

A Non-Linear Path to Marketing Mastery

Ben’s ambition and the supportive culture at Bettys & Taylors propelled him into a senior brand manager role within the marketing team. This required a rapid upskilling in marketing principles and processes, a challenge he embraced wholeheartedly.

His first major undertaking was the repositioning of the Taylors of Harrogate brand. A complete packaging overhaul, portfolio adjustments, and a new communication strategy were implemented, culminating in a successful brand campaign developed with Lucky Generals.

Steering the Proper Brew: Leading Yorkshire Tea

In 2018, Ben joined Yorkshire Tea as senior brand manager and now serves as head of brand marketing. He inherited a brand already on a significant growth trajectory and focused on maintaining that momentum while avoiding complacency.

The "Where Everything's Done Proper" campaign launched under his watch, emphasizing the brand's commitment to quality and its unique personality. This, along with product innovations like Biscuit Brew and Toast and Jam Brew, kept the brand fresh and engaging.

Navigating a Declining Market with Creativity and Innovation

Despite the overall decline in the black tea market, Ben remains optimistic about the future of Yorkshire Tea. He and his team are exploring new avenues for growth and relevance, recognizing the need to cater to evolving consumer preferences.

“When you are a challenger brand, thinking differently is key,” Ben explains. This commitment to original ideas and avoiding imitation fuels their creative approach.

“We believe that copying isn’t where success lies. Success is found by making your own choices and having that different approach.”

The Power of Long-Term Brand Building

Ben emphasizes the importance of balancing short-term sales gains with long-term brand building, a strategy backed by econometric studies and brand tracking data. He advises fellow marketers to invest in demonstrating the long-term value of brand-building activities.

Sustainability and a Sense of Humor: The Yorkshire Tea Way

Sustainability is a core value for Bettys & Taylors. The company is carbon neutral and strives for Net Zero, implementing initiatives like plastic-free packaging. However, they communicate these efforts with a characteristic lightness and humor, staying true to the brand’s personality.

Busting the Myth of the Crayon-Wielding Marketer

Ben challenges the misconception that marketing is merely about aesthetics. He believes that marketing is a strategic function, driven by research and data, that contributes significantly to business success.

Looking Ahead: A Future of Creative Possibilities

Ben's journey from call center representative to head of brand marketing for the UK's leading tea brand is a testament to his adaptability, dedication, and passion for the craft. With a focus on innovation, sustainability, and a healthy dose of Yorkshire wit, the future of Yorkshire Tea looks as bright as a freshly brewed cuppa.