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​Yorkshire Tea achieved this success by doing everything right:
- Producing consistently high quality tea.
- Maintaining a correspondingly high price point.
- Achieving memorability by telling stories and using humour.
- Ensuring people would remember the brand name by featuring famous Yorkshire people, Yorkshire accents, Yorkshire settings and even the Yorkshire Tea offices.
- Using the same theme, including the slogan, consistently across every ad, helping to build and reinforce strong mental structures for the brand.
- Having a theme ('Where everything’s done proper') that conjures the impression of brand quality may also have been relevant.
- Including heavy weight TV in the media plan in order to reach a wide audience and attract new customers.

Meanwhile, PG Tips made two major mistakes:
- Chopping and changing its advertising theme and style over many years.
- Increasing its price at a time when its brand was vulnerable and Yorkshire Tea was becoming more and more salient and popular.

For more on this unique success story, check out this LinkedIn thread.

More on this story from WARC and The Drum.
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