In September 2021, Yorkshire Tea sample packs went into 450,000 Dig In Freshers welcome boxes, as students set up their first kitchens. Students who received a pack then answered a survey. 96% intended to buy Yorkshire Tea again and 94% would recommend it (Yorkshire Tea Freshers 2021 report, n=2,025). For a brand many families already buy, this is the moment a student starts buying it for themselves.
The brief
Yorkshire Tea wanted to be the tea students buy for themselves, in the weeks they stock their first kitchen away from home.
What we did
We put Yorkshire Tea sample packs into the Freshers 2021 welcome box, 450,000 in all, handed to students through their halls as they arrived. A survey then asked students who received a pack whether they intended to buy it again and whether they would recommend it.
The result
96%
intended to buy Yorkshire Tea again, n=2,025, Freshers 2021
94%
would recommend it, n=2,025, Freshers 2021
450,000
sample packs in Freshers 2021 welcome boxes
What it means for brands like yours
Students often arrive with the brands their family buys. The first weeks decide whether that habit carries over or breaks. A sample in the welcome box puts the familiar brand in the new cupboard, and the survey shows whether students plan to keep buying it.
Questions
Did Yorkshire Tea sample to university students?
Yes. 450,000 Yorkshire Tea sample packs went into Dig In’s Freshers 2021 welcome boxes, handed to students as they arrived at university.
What did students think of Yorkshire Tea?
96% of students surveyed intended to buy it again and 94% would recommend it (Yorkshire Tea Freshers 2021 report, n=2,025).
Where can I see Dig In’s latest work?
Our Results page covers recent campaigns, including Coca-Cola, Santander and BACARDÍ in 2025 and 2026.