The Making of Health and Safe Tea: Yorkshire Tea’s social-first campaign

Join us for an inside look at “Health and Safe Tea”; the social-first campaign that reimagined workplace health and safety training for the nation’s most sacred office ritual: making a proper brew.

Built as part of Yorkshire Tea’s Proper Brews campaign, the campaign takes inspiration from the nostalgic workplace training films of the 1990s.

The result is a series of comedy shorts that lovingly satirise office tea culture, from the politics of the tea round to the awkward small talk of the office kitchen.

In this session, the teams behind the campaign will unpack how Yorkshire Tea’s iconic brand voice was translated into digital-first storytelling designed to be truly enjoyed and engaged by their masses of social fans.

What you’ll learn:

• How Yorkshire Tea evolved its famous humour into a social-first creative format
• The strategy behind translating a long-established brand platform into native social content
• How cultural insight, in this case Britain’s workplace tea rituals, can drive highly shareable creative
• The process of developing platform-first content while staying true to an established brand voice
• What brands can learn from balancing brand heritage with platform-specific storytelling