Yorkshire Tea: Creating A Social Icon

Yorkshire Tea is a social media icon - and you might be surprised to learn that it's largely down to one person.

Box Cat founder Tom started working on the brand's accounts in 2012 - and quickly became trusted to manage and shape them. Known internally as "the Voice of Yorkshire Tea", his unique tone and pitch perfect judgement has underpinned the brand for over a decade, from pack copy to website to billboards and international campaigns.

In that time Yorkshire Tea has gone from the UK's #4 tea to the #1 - and alongside its superb TV ads, those in the know point to the brand's social presence as central to its cultural relevance. It's one of the very rare brands whose socials have their own set of fans - some of them don't even like tea!

It's been the #1 Twitter trend. It's tangled with prime ministers, navigated PR crises, bantered with megastars, won industry awards, generated thousands of positive headlines, entertained countless millions and conjured reactive brilliance from thin air time and time again.

It has won the brand acres of love and fame, building and nurturing a brilliant community of superfans who've become the strongest of brand advocates.

And all of it organic - no need to pay any of the social platforms a penny.