Yorkshire Tea new ‘Proper Corrections’ campaign redefines ‘proper’ for Aussies
Yorkshire Tea has rolled out a national campaign to explain the true meaning of “proper” for Australian tea drinkers.
The announcement:
Britain’s best-selling tea brand, Yorkshire Tea, which markets itself as a Proper Brew, has long been a part of Aussie tea cupboards but even after years in the market, 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, 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. And it’s delivering that message with a culturally cheeky twist.
Yorkshire Tea has launched a series of billboards in cities across Australia, promoting the brand as a Proper Brew. To help us Aussies understand what ‘proper’ means, the ads have been ‘corrected’ by a local graffiti artist. The eye-catching, 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.
Nick Bird & Lee Smith, creative directors at Lucky Generals UK said: “Our bad for not spotting the misinterpretation of the word ‘proper’. Thank goodness a few busy Aussie locals have managed to show us the error of our ways.”
“Ok, so the graffiti was actually part of the campaign,” says Carly Murphy, senior brand & activation manager at Yorkshire Tea. “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.”
“We cannot wait for this campaign to reach Aussies in a culturally relevant way. Through a multi-channel approach across Out of Home, audio, social and sampling, Aussies are about to receive a Proper Introduction to their new favourite brew,” said Melanie Otuhouma, Group Director at Nunn Media.
While this may be Yorkshire Tea’s latest move Down Under, it’s certainly not the first. Last year the brand 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 which caused a splash during the Olympics with its dynamic billboards with tongue-in-cheek, self-deprecating messages true to the brand’s irreverent tone of voice.
“The Brits and Aussies have a longstanding kinship – whether our passionate rivalry for the Ashes or our shared wry sense of humour. For all our similarities we also understand that sometimes things can get a little lost in translation. Our Proper Corrections Campaign is all about showing Aussies that Yorkshire Tea isn’t posh, it’s just proper,” adds Murphy, “And what better way to explain proper than with a bit of Aussie flair and a lot of local personality.”
The fully integrated campaign was developed in partnership with Yorkshire Tea, Zeno Group, Nunn Media and Lucky Generals, and will roll out from July across multiple classic OOH environments, alongside sampling, radio, social and earned media.
Ranked as Best Tea Bags by Canstar Blue, Yorkshire Tea’s sales are growing globally 25.3% ahead of the market – and 13.2% ahead of market in Australia – prior to launching this new campaign.
Source: Zeno Group
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