One Yorkshire Audience.

For Independents.

Built By Independents.

Pride of Yorkshire is building a county-wide audience around one simple idea:

Help Yorkshire consumers discover and buy from brilliant independent Yorkshire businesses.

No national chains.

No big brands buying their way in.

Pride of Yorkshire is for independents only.

And we're now selecting our first Founder Merchants ahead of the Christmas 2026 launch.

WHAT WOULD YOU LIKE TO BE KNOWN FOR ACROSS YORKSHIRE?

Most great producers have something they're particularly proud of.

It might be your:

Pork Pies.

Yorkshire Ham.

Cheese.

Chocolate.

Coffee.

Brownies.

Chutney.

Candles.

Skincare.

Or something completely different.

As a Pride of Yorkshire Founder Merchant, we'll select one standout product for your business to be exclusively spotlighted for within Pride of Yorkshire.

So, for example:

ABC Butchers

Pride of Yorkshire's Exclusive Pork Pie Spotlight Partner

That doesn't mean ABC Butchers can only sell pork pies.

Far from it.

Their Pride of Yorkshire profile can showcase their wider range and send customers directly to their existing online shop.

But when we're talking about Yorkshire Pork Pies, ABC Butchers gets the spotlight.

Another butcher might be known for:

Yorkshire Ham.

Another:

Sausages.

Another:

Steak.

And even within those categories there are countless possibilities — different cuts, flavours, styles and specialities.

The same applies to cheese, chocolate, coffee, preserves, gifts and dozens of other Yorkshire products.

You choose what you'd most like to become known for.

We'll show you the available spotlight opportunities and agree the one that fits your business best.

First agreed. First protected.

YOU DON'T HAVE TO WAIT FOR US TO BUILD THE AUDIENCE

This is an important part of Pride of Yorkshire.

Your Founder Merchant position isn't only about accessing the audience we're building.

You can start getting value immediately.

Each Founder Merchant receives their own branded customer App presence, powered by Pride of Yorkshire.

You can invite your existing customers to follow you through:

• Your website

• Social media

• Email

• Packaging

• Receipts

• In-store QR codes

• Your existing customer database

Once customers follow your business, you have a direct way to reach them through PUSH notifications.

New product?

Send a PUSH.

Christmas range available?

Send a PUSH.

Special edition pork pie?

Send a PUSH.

New gift boxes?

Send a PUSH.

You begin by engaging your existing customers, while Pride of Yorkshire begins building something much bigger around you.

START WITH YOUR CUSTOMERS. GROW WITH OURS.

Think of Pride of Yorkshire as two audiences working together.

Your Audience

The customers who already know and buy from you.

You invite them to follow your business and become part of your customer community.

The Growing Pride of Yorkshire Audience

Consumers across Yorkshire discovering independent businesses through Pride of Yorkshire campaigns, merchant spotlights, competitions and recommendations.

Over time:

Your audience + our growing audience.

Every participating independent helps grow the ecosystem.

And every Founder Merchant has the opportunity to benefit from the audience being built around it.

Our first major audience-building campaign launches for Christmas 2026.

The aim is to give Yorkshire consumers another reason to discover, follow and buy from Yorkshire independents during the busiest shopping period of the year.

We'll then continue growing the audience throughout 2027, including major quarterly campaigns and draws designed to bring new Yorkshire consumers into the platform.

The audience doesn't disappear when Christmas finishes.

We keep building it.

And Founder Merchants remain positioned inside it.

CHRISTMAS 2026 IS JUST THE BEGINNING

As a Founder Merchant, your business can have:

Your Business Profile

Tell Yorkshire what you make, who you are and why your business is worth discovering.

Your Exclusive Product Spotlight

Choose the standout product or speciality you'd most like to become known for.

Your Own Customer Following

Invite your existing customers to follow your business.

PUSH Notifications

Reach your followers directly with launches, new products, seasonal ranges and other reasons to come back.

Yorkshire-Wide Discovery

Be discovered by consumers joining the wider Pride of Yorkshire audience.

Direct Shopping

Pride of Yorkshire isn't trying to replace your existing website or online shop.

Customers can discover you through Pride of Yorkshire and then buy directly from you.

YOUR PRIDE OF YORKSHIRE PRESENCE

We're initially looking for strong independent Yorkshire producers and merchants who can fulfil orders across Yorkshire through their existing online shop.

That could include:

Butchers

Bakers

Cheesemakers

Chocolatiers

Coffee Roasters

Farm Shops

Preserve Makers

Dessert Makers

Drinks Producers

Gift & Hamper Businesses

Candlemakers

Skincare Producers

And many other brilliant Yorkshire independents

Pride of Yorkshire is deliberately different.

We're not building an audience and then selling the best positions to whichever national brand has the biggest marketing budget.

National chains cannot buy their way in.

The platform is being built around Yorkshire independents.

That protection is part of the value.

We need a powerful reason for Yorkshire consumers to join the audience.

That's where the first major Pride of Yorkshire campaign comes in.

Win FREE Food & Drink For A Year

Throughout December, every participating Pride of Yorkshire Member will promote the same county-wide campaign to their customers, followers and Supporters.

Every Member contributes a worthwhile FREE Food or Drink for a Year prize.

That doesn't need to mean giving away products every week.

A Member could provide four seasonal deliveries during 2027, for example:

Cheese: four seasonal cheese boxes
Coffee: four selections during the year
Bakery: four seasonal bakery boxes
Farm Shop: four hampers
Butcher: four seasonal meat boxes
Confectionery: four gift selections

The prize needs to feel worthwhile to the winner without becoming commercially unreasonable for the participating business.

Quarterly fulfilment also keeps delivery and administration manageable.

Because the prizes are only half of the campaign.

The real objective is:

Audience Building

Every Member tells their customers:

“Enter to Win FREE Food & Drink for a Year with Pride of Yorkshire.”

Those customers discover Pride of Yorkshire.

Other Members do the same.

Entrants share the competition.

More people discover the participating businesses.

And the shared audience grows.

That audience remains available for us to continue promoting and discovering Yorkshire independents long after the December competition has finished.

So every Member contributes.

Every Member promotes.

And every Member benefits.

We're selecting the first group of Founder Merchants now ahead of the Christmas 2026 launch.

Founder Merchant Investment

£497 one-off setup

plus

£97 per month

Your setup includes establishing your Pride of Yorkshire presence, your customer App experience and your initial Founder Merchant spotlight.

Your business can begin engaging its own customers immediately while we build the wider Yorkshire audience around you.

Pride of Yorkshire isn't being built as another online directory.

Directories normally work like this:

Pay for a listing → sit alongside dozens of other businesses → hope somebody finds you.

With your participation and support we will build something very different.

Pride of Yorkshire will be built around active audience creation.

Giveaways attract people.

Members introduce their existing customers.

Supporters share campaigns.

Businesses communicate with their own followers.

New independents give the public more reasons to return.

The audience grows.

And every new Member potentially makes the platform more valuable to everybody already inside it.

Your pork pies?

Your cheese?

Your brownies?

Your coffee?

Your chutney?

Your candles?

Your skincare?

Something nobody else in Yorkshire makes quite like you do?

Tell us.

If the spotlight position is still available, it could become yours.

One Yorkshire Audience.

Built By Independents.

For Independents.

Pride of Yorkshire™

With a flat Membership fee of £97/mo - even without the wider Pride of Yorkshire audience, consider the individual tools.

You receive:

Your own Customer VIP Club.

Your own Supporter database.

Up to four PUSH communications every month.

Your BuddyCard.

Google Reviews made easy.

App exposure.

And participation in county-wide customer acquisition campaigns.

But the biggest value will develop over time.

Because you're not simply paying £97 to access an audience that already exists.

You're helping build an audience that gets more valuable as more independents join.

December is our first major audience-building campaign.

We will measure:

How many Supporters join.

How many Members participate.

Which promotions work best.

How much traffic Members receive.

How consumers engage with the App.

And what Members tell us they want next.

For now, the objective is deliberately simple:

Bring Yorkshire independents together.

Build the audience.

Give Members useful tools to communicate with it.

We will run big quarterly campaigns rather than constantly bombarding people with competitions.

That gives Pride of Yorkshire a natural seasonal rhythm.

DECEMBER - LAUNCH CAMPAIGN

WIN FREE FOOD & DRINK FOR A YEAR 2027!

Our flagship campaign.

A prize promotion built around products, vouchers and contributions from Pride of Yorkshire merchants.

A new calendar year gives the campaign a natural reason to ask the residents of Yorkshire:

WHAT WOULD YOU LIKE TO WIN FREE FOR A YEAR?

In 2027 participation in the quarterly campaigns becomes entirely optional - those who participate will enjoy the additional visibility.

SPRING, SUMMER, AUTUMN and YEAR END campaigns with a seasonal flavour.

FOUR BIG CAMPAIGNS

We want to be completely transparent from the outset.

Pride of Yorkshire plans to use UpViral, a specialist referral and giveaway marketing platform, to help boost the quarterly campaigns.

Rather than relying only on paid advertising, UpViral allows campaigns to encourage entrants - the Pride of Yorkshire 'Supporters' - to share with Yorkshire friends and earn additional Draw entries for doing so.

That creates the potential for one Supporter to introduce another…

who introduces another…

who introduces another.

WE ARE NOT PROMISING “VIRAL” RESULTS.

No marketing platform can guarantee those.

However, UpViral has an extensive and proven track record showing how businesses and organisations have used referral-driven giveaways to grow large audiences across many different markets.

A collection of prizes with the high value perception of Win FREE Product for a Year! - with multiple chances to win and free entry - we can expect to become another successful Case Study for UpViral.

We think merchants considering Pride of Yorkshire should be able to see the technology and examples behind the strategy for themselves.

There are many UpViral Case Studies to review - below are a three that are most closely aligned with Pride of Yorkshire.

Tickets for Good

Tickets for Good is based in Sheffield. They use desirable donated event tickets as the attraction and use UpViral/referral marketing to grow their audience.

One 14-day campaign brought around 2,300 new leads plus nearly 900 Facebook-group members, and after repeating the approach across campaigns they had generated 13,330+ leads.

Tasha Mayberry — Multi-Brand Giveaway

Multiple businesses contributed prizes, participating brands promoted the giveaway to their own audiences, and the combined campaign generated 4,300 direct leads + 1,579 referred leads, nearly 10,000 landing-page visits, and a 20% sales lift.

Siddharth Pal

Siddharth partnered with other businesses that supplied prizes worth around $13,000. The participating businesses also shared the giveaway through their own audiences.

The result was 4,691 leads, of which 3,713 were referred — roughly 80%. UpViral specifically attributes the success partly to mutually beneficial collaboration: prize providers received exposure and traffic while the organiser built the audience.

Pride of Yorkshire

UpViral is only part of the plan.

Imagine 50 participating Yorkshire businesses each telling their own customers and social followers:

“We're part of Pride of Yorkshire — enter to Win Yorkshire!”

Now imagine 100.

Or 500.

Every participating merchant has their own customers, email subscribers and social followers.

Instead of those audiences remaining isolated, Pride of Yorkshire gives us an opportunity to bring them together around a shared campaign.

EVERY MERCHANT ADDS TO THE AUDIENCE.

EVERY NEW ENTRANT ADDS TO THE AUDIENCE.

EVERY CAMPAIGN BUILDS ON THE LAST.

That's the bigger idea behind Pride of Yorkshire.

The giveaways attract attention.

But they're not the end goal.

The goal is to create an audience of Yorkshire consumers interested in:

Independent businesses

Yorkshire products

Local discoveries

Special offers

New merchants

Seasonal campaigns

and supporting businesses closer to home.

Over time, Pride of Yorkshire should become increasingly useful to merchants because the audience already exists.

We don't want Pride of Yorkshire to become another page containing dozens of logos that nobody visits.

We want people to:

Discover a merchant.

Read their story.

Explore their products.

Ask their Buddy a question.

Visit their online store.

Scan their QR code.

Save their BuddyCard.

Follow them.

Buy from them.

and hopefully…

KEEP BUYING FROM THEM.

Getting a new customer is valuable.

Getting that customer to come back again and again can be even more valuable.

Every Pride of Yorkshire Member receives their own Customer VIP Club App.

Customers can join using your QR code or personal link and add your branded App to their phone.

Then, once a week, you can send your VIP Members a PUSH notification.

Use it for:

• New products

• Special offers

• New menus

• Events

• Seasonal ranges

• Quiet-day offers

• New stock

• Last-minute availability

• Gift ideas

• Important announcements

One useful message every week — directly to people who have chosen to follow your business.

And unlike SMS (Text), there is no per-message charge to the merchant for each included PUSH notification.

When your customers join your VIP Club, they remain connected to your business through your branded App and your weekly PUSH notifications.

But they may also discover other independent businesses through Pride of Yorkshire.

And the same works in your favour.

Customers introduced by other Members can discover your business too.

That is the exchange at the heart of Pride of Yorkshire:

You contribute access to your audience.
Other Members contribute access to theirs.
Together, everyone gains exposure to a much larger audience.

No independent business could economically build that Yorkshire-wide audience alone.

You may share some attention. But you gain access to far more of it.

Join Pride of Yorkshire, appear within the App and benefit from the digital tools.

JOIN AS A MEMBER MERCHANT →

Can you provide your December prize to a winner anywhere in Yorkshire?”

If the answer is yes…

and you're proud of what your independent business creates or sells…

WE'D LOVE TO HAVE YOU INVOLVED.

PRIDE OF YORKSHIRE

DISCOVER YORKSHIRE. SHOP INDEPENDENT. BUY YORKSHIRE.

1. What exactly is Pride of Yorkshire?

Pride of Yorkshire is an audience-building and promotional network for independent Yorkshire businesses.

Members bring their customers and Supporters into the network, other independents do the same, and together we build a much larger shared audience.

2. Is this just another business directory?

No.

A directory normally gives you a listing and waits for people to find it.

Pride of Yorkshire is designed around active audience building, using collective promotions, giveaways, Member promotion, PUSH notifications and independent-business discovery.

3. Why would I promote Pride of Yorkshire to my customers?

Because every other Member does the same.

You introduce your customers.

Other Members introduce theirs.

The resulting audience becomes far larger than the audience most independent businesses could build economically on their own.

You are helping build an audience your own business benefits from.

4. Who can become a Member?

Pride of Yorkshire is being built specifically for genuine independent businesses.

The purpose is to create an environment where independents can collectively promote themselves without being overshadowed by large national chains and corporate marketing budgets.

5. Do I need hundreds of customers before I join?

Absolutely not.

Some businesses will bring large audiences.

Others will bring smaller ones.

That's precisely why the collective model matters.

No Member needs to build the entire audience alone.

6. What is my VIP Club?

Your customers can follow your business through Pride of Yorkshire using your dedicated link or QR code.

You can then communicate with your Supporters using PUSH notifications.

You can send up to four per month as part of your Membership.

7. Do PUSH notifications cost me every time I send one?

No.

Unlike SMS marketing, there is no per-message charge to the merchant each time you send one of your included PUSH communications.

8. Do I have to participate in Win FREE Food & Drink for a Year?

For our first official December 2026 launch campaign, yes.

The collective campaign is how we intend to kick-start the Pride of Yorkshire audience.

Every Member contributes a worthwhile year-long prize and promotes the campaign to their customers.

From the Spring 2007 campaign forward participation is encouraged, but completely optional.

9. Does “Free Food & Drink for a Year” mean I need to give something away every week?

No.

The prize simply needs to genuinely represent something the winner receives throughout the year.

For many Members, four quarterly or seasonal deliveries may be ideal.

This keeps the prize attractive while keeping fulfilment sensible.

10. Where will the audience come from?

Primarily from the businesses themselves.

Every Member introduces their existing customers, followers and Supporters.

The December giveaway gives those people a strong reason to join.

Referral sharing and wider Pride of Yorkshire promotion then add further people.

The audience is collectively built rather than bought from somebody else.

11. Can you guarantee how many customers or sales I will receive?

No — and we don't think it would be responsible to claim that.

Results will depend on the audience we build, the products being offered, geography, pricing, demand and how effectively individual Members convert the attention they receive.

What we can build is the mechanism designed to create and grow that audience.

12. Could my customers discover a competitor through Pride of Yorkshire?

Yes, potentially.

Pride of Yorkshire is built around discovery, so Supporters may find other independent businesses they like.

But that works both ways.

Your business can also be discovered by customers introduced by dozens — eventually potentially hundreds — of other Pride of Yorkshire Members.

The principle is simple:

give a little exposure to gain access to a much larger shared audience.

And because the merchant still has their own branded VIP App + one PUSH every week, they retain a direct channel for keeping themselves front-of-mind with the people who choose to follow them.

13. Why join now rather than wait until Pride of Yorkshire is bigger?

You absolutely can wait.

We're deliberately not using artificial scarcity to pressure businesses into joining.

The reason to get on board now is to get the wheel turning and momentum by official launch on 01 December.

And also benefit immediately from the Customer VIP Club, PUSH capability, BuddyCard and other Member tools.

One Audience.

Built By Independents.

For Independents.

Facebook has its audience.

Google has its audience.

Amazon has its audience.

The large chains have enormous customer databases and advertising budgets.

Why shouldn't Yorkshire independents build an audience of their own?

That's what Pride of Yorkshire is about.

You bring your customers.

We'll help other independents bring theirs.

Together, let's build something much bigger.

Pride of Yorkshire Membership — £97/month

Join the network.

Build your VIP audience.

Help build Yorkshire's independent-business audience.

Frequently Asked Questions