‘Growing for Gold’ for Yorkshire Tea wins Best Branded Content.
‘Growing for Gold’, produced by the Outfit for Yorkshire Tea, has been awarded ‘Best Branded Content’ at the Campaign Media Awards.
The work was part of a competition by Yorkshire Tea, in partnership with The Telegraph, to find Britain’s Best Gardens. The stories behind the best gardens were captured in a series of short films, and a sixty-second TV spot celebrated the winners, with interviews fronted by gardener and TV presenter Katie Rushworth.
The competition was promoted across print and online, with a celebrity judging panel picking the winners.
The campaign was a resounding success, helping to make the brand the only one growing in its category, and prompting tea drinkers to feed back that they felt it was worth paying a higher price for Yorkshire Gold.
Tony Barkataki, professional tea taster for Yorkshire Gold, said: “Yorkshire Gold is our finest blend. We source quality teas from our three favourite origins – Assam, Kenya and Rwanda – each of which adds something special, and that is also true of a beautiful garden.”
Speaking about the work, the Outfit’s co-founder, Niall Murdoch, said: “By taking an entertainment-first approach, we created a content series that really engaged an up-market audience who appreciate the finer things in life.”
In partnership with Goodstuff.