Standard black tea is a habitual purchase where brand loyalty is three times the FMCG average, but in this shrinking market Yorkshire Tea needed to win consumers from other brands if it wanted to grow. The ‘Where everything’s done proper’ strategy achieved this, waking up ‘sleep shopping’ tea buyers. Funny TV and online advertising featuring Yorkshire celebrities such as Sir Michael Parkinson and the Brownlees convinced consumers of Yorkshire Tea’s quality. Drinkers switched and both sales and value share surged, making Yorkshire tea Britain’s second favourite tea brand. An estimated £2.81 profit was generated for every £1 invested.