What do you get if you mix trees with tea - an award winning partnership!
Hundreds of thousands of trees planted. Tens of thousands of children accessing nature. Our partnership, as Yorkshire Tea would say, has been proper "brewtiful".
We are delighted to say we scooped a gong at the Corporate Engagement Awards, hosted by broadcaster and journalist Sophie Raworth, for our ongoing relationship with the tea provider.
Our award was for the category "Best alignment of brand values through a sponsorship activity."
Bettys & Taylors of Harrogate (owners of Yorkshire Tea) has supported our work since 1999, however embarked on their biggest project with us by pledging to plant one million trees - 500,000 with us and a similar number in Kenya over the next five years.
The tea provider soon set about recruiting the help of children's favourite The Gruffalo to launch the project, in addition to an exciting online campaign, app and much more.
So far, since the project began, more than 2,700 schools have received Yorkshire Tree planting packs, bringing tens of thousands of kids direct access to nature. There have been over one million click-throughs from the 2016/17 campaign which featured a "colour me in" Gruffalo woodland. These landed on the Yorkshire Tree website which features fantastic shared brand messages and facts from us etc.
The campaign has achieved fantastic awareness in the market, 36% (seven million) in 2016 - up from 28% in 2015.
Karl McGrory, who account manages Yorkshire Tea, attended the glitzy awards bash at The Grange St Paul's Hotel in London. He said:
"It was an emotional night with an impromptu standing ovation for the London Fire Brigade as the Grenfell Tower Incident Commander picked up an award for his fundraising efforts for Evelina London Children's Hospital.
"We were delighted to pick up a bronze award, considering we were up against such a high calibre of entrants. The partnership shows how much can be achieved with imagination and enthusiasm. For us, of course it has brought publicity around the importance of planting trees and has given thousands of children unique access to nature."
Laura Burton, Senior Brand Manager at Yorkshire Tea added:
"Partnerships with proper organisations like the Woodland Trust mean a lot to us at Yorkshire Tea. We're thrilled to have picked up this award for our Yorkshire Tree partnership which is now in its third year. A huge thank you to the Woodland Trust for supporting our pledge and making such a big difference to communities across the UK."
The winner in our category was the partnership between Cancer Research and Nivea Sun and their joined up campaign on sun safety. Silver went to Macmillan and M&S off the back of their Biggest Coffee Morning. We shared bronze with Duracell and Hill and Knowlton Strategies who put on a Great Run Series.