This is the story of how Yorkshire Tea defied received wisdom about the merits of taking on bigger rivals and entrenched buying habits in a declining market. From 2017 on, Yorkshire Tea consistently promoted itself as the place ‘Where everything’s done proper’ from humorous adverts to carbon neutrality. Improved scores for preference and recommendation and penetration growth drove the brand’s volume share up from 18% to a market-leading 33%, whilst maintaining premium pricing. Econometric analysis of 2019 to 2023 data calculated the strategy drove £25.8m of incremental revenue and the longer-term ROI was estimated at £1.60 for each £1 invested.