Taylors of Harrogate, the owner of Yorkshire Tea, asked Goodstuff how it could make more out of the brand's partnership with the English Cricket Board and its adoption as the England cricket team's official brew. The problem, the agency found, was that the main buyers of tea don't like cricket much.
Goodstuff decided to exploit the rivalry between cricket’s women tea-makers and created The Great Cricket Tea Challenge, which invited clubs across the UK to enter their finest cricket tea. The best would join the former England captain Michael Vaughan in a televised final at Lord’s to win a £10,000 club kitchen makeover.
Some 156 clubs entered the ongoing competition. One million people watched the first two shows, and more than 500,000 viewed them online.