Britain’s @YorkshireTea Goes Down Under

Tristan Cotterill

Britain’s best-selling tea brand, Yorkshire Tea, is bringing its renowned ‘properness’ to Australia with a series of dynamic activations, including an engaging pop-up event at Curly Lewis Brewery in Bondi and integrated OOH, social and sampling campaigns starting this month.

Known and celebrated for its high-quality tea, bold flavours and tongue in cheek character, Yorkshire Tea kicked off the campaign with Australia’s first-ever pop-up Tea-total Brewery event. In line with Dry July, beer taps were switched off and kettles were switched on, offering customers a chance to swap their typical beer brew for a ‘proper brew’.

The event was free to the public, with limited sittings available by advance booking. Visitors enjoyed a full selection of Yorkshire Tea brews, perfectly paired with classic Aussie foods like Party Pies, Fairy Bread, Lamingtons, and snags. The event also featured traditional pub games, including Yorkshire Tea’s very own Brew Pong, as well as engaging activities like Tea Trivia and testing colours against the Yorkshire Tea Brew-bot. Attendees received complimentary Yorkshire Tea to take home, ensuring the experience extended beyond the event.

“As part of celebrating Australian cultural moments, we are thrilled to infuse the Yorkshire Tea brand into everyday experiences. Pubs have long been ingrained in the cultural fabric and with many Australians practicing dry July, we wanted to offer them a chance to continue socialising in these spaces by swapping their usual brew for a strong, bold and proper cup of tea,” said Carly Murphy, Senior Brand and Activation Manager at Yorkshire Tea. “The activation kicks off an exciting integrated campaign for the brand.”

Yorkshire Tea’s pop-up event was managed by Zeno Group, which has also previously managed a café tea-testing pop-up, sampling via Marley Spoon and ongoing PR and VIT (Very Important Tea-drinker) influencer program.

Working together with Yorkshire Tea and Zeno Group, Nunn Media Sydney developed a fully integrated campaign, which is live throughout July and August.

Connecting back to Australian cultural moments, the campaign aims to introduce Yorkshire Tea to Aussie Tea lovers by inserting themselves into proper Aussie moments through DOOH, Social and Office sampling.

Nunn Media and oOh!media’s innovation and creative hub POLY developed a bespoke dynamic Out of Home copy scheduler to deliver the ultimate contextual relevance at scale. Dynamic messaging will feature multiple triggers including day of week, weather, environment, as well as cultural and sporting moments. The campaign will run across multiple DOOH environments with the contextually relevant creative complimented by paid social media, introducing Yorkshire Tea’s humorous and distinct brand personality to Aussie shores.

Ranked as Best Tea Bags by Canstar Blue, Yorkshire Tea’s sales are growing 25.3% ahead of the market which is 13.2%[1] in Australia, and that is before advertising.

Leave a Reply