Yorkshire Tea Campaign Case Study

A recent case study found at: https://www.newsworks.org.uk/resources/yorkshiretea-augmented-realitree discussed the advantage available to advertisers when partnering with newspapers. Advertisers are able to leverage off the connection newspapers have to communities in order to meet their target audience.

Yorkshire Tea – a family business born in 1886 – had a mission to give more trees back to the planet than it uses. The brand teamed up with The Guardian to use its editorial voice and quality content to reach the target audience. The yearlong partnership was very successful, it included bespoke articles, an AR game prompting kids to grow their own 3D trees and help farmers and wildlife.

The partnership leveraged the Guardian’s editorial voice, passion for sustainability and the multiple formats the news brand offers. The campaign successful engaged adults and children.

The "Yorkshire Tea - Augmented Realitree" is a UK based case study. If you have any US-based insights that support this case study, we would love to collaborate with you.

We're a group of graduate business students exploring the importance of local newspapers and news sites, with a focus on sustainability and related business practices. We're hoping to build a community of stakeholders to help and support our research. Please reach out if you're available for an interview to share your thoughts and experiences on the topic.

Read the full case study: https://drive.google.com/file/d/1J0IjsEpZGlBFelirno2cm_FYHGcSwbiM/view