Yorkshire Tea appoints former Dairy Crest marketer as interim chief

Richard Tolley, the high profile former group marketing director at Dairy Crest, has emerged as the new interim marketing director at Yorkshire Tea.

Yorkshire Tea ad
Yorkshire Tea ad

He will be covering for Claire Abbott who is on maternity leave.

Tolley, who is credited with growing Dairy Crest’s branded food business, left the company in 2008 after a ten-year tenure. He started his career at Van den Bergh Foods before moving to Kraft. He followed this with spells at Anchor Foods and Fox’s Biscuits before moving to Dairy Crest in 1998.

Yorkshire Tea, owned by Bettys & Taylors of Harrogate, launched a TV campaign earlier this month– the latest in the brand’s ’Teatime’s Important’ campaign, in which a young couple put an amorous encounter on hold to enjoy a brew.

The campaign has been created by Beattie McGuiness Bungay (BMB), which picked up the £2m ad account for the brand in 2008.

The ad depicts a Yorkshire couple enjoying a passionate embrace before the man leans forward and whispers in a pronounced Yorkshire accent “would you like a cup of tea?” The girl looks delighted by the suggestion and the pair break off to enjoy a cup of Yorkshire Tea before resuming their frolics.

Yorkshire Tea has played heavily on its roots in its recent advertising. Last year, it resurrected Graham Fellows’s late 80s comedy character John Shuttleworth.

The first ad in the series sees the bespectacled Yorkshire stalwart in his garage playing his keyboard in an attempt to create a song in honour of Yorkshire Tea.

This story first appeared on pitch

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