Britain’s “best-selling” tea brand, Yorkshire Tea, which markets itself as a ‘proper brew’, has long been a part of Australian tea cupboards.
But even after years in the market, Yorkshire Tea says one word continues to cause a bit of confusion: ‘proper’.
“While many Australians may hear ‘proper’ and think ‘posh’, like royalty, fancy cups or silver spoons,” says the brand, “Yorkshire Tea wants to clear things up once-and-for-all with its Proper Corrections Campaign, aiming to boost brand awareness and reinforce the brand’s core philosophy: that ‘proper’ means doing things the right way, to the best of your ability – not being fancy.”
Yorkshire Tea has launched a series of billboards in cities across Australia, promoting the brand as a proper brew. To help Australians understand what ‘proper’ means, the ads have been ‘corrected’ by a local graffiti artist. The large-format OOH will appear on sites in areas carefully selected by Nunn Media to engage the nation’s tea drinkers and will be further amplified with social, audio and sampling.
“Working in partnership with our creative agency Lucky Generals, we wanted to give the word ‘proper’ an authentic Aussie twist, helping set the record straight in a very Yorkshire Tea way, with humour and heart,” says Yorkshire Tea Senior Brand & Activation Manager Carly Murphy.
Last year, Yorkshire Tea launched the “award-winning” Yorkshire Tea Proper Brewery, a Dry July pop-up that transformed a Bondi brewery into a Tea-Total bar, which was developed with long-time communications agency Zeno Group. The Brewery kicked off the brand’s winter outdoor campaign.
