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The challenge…

!  The everyday black tea

market is shrinking
!  Lack of pro-active interest in
tea…
!  …but huge ‘latent’ loyalty
!  How to be the challenger in
a fragmented media age?
The idea…

‘…an exclusive, magical journey through the world of Yorkshire Tea…’
All Aboard!
Louis ‘T’ on the train…
The effect?
Going deeper…
The real picture
‘Nuggets of truth’

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The Yorkshire Tea Train - Case Study at SMM13