A big red teapot in London on July 18 and 19 delivered a caramel-scented haze, with a spun sugar masterpiece and a massive spoon to “stir it up”.
Yorkshire comedian, Maisie Adam, biscuit-style furnishings and fixtures, a free personalised bicky and, of course, a brew bar with brew masters, allowed Londoners to get their hands, and taste buds, on Yorkshire Tea’s latest infused masterpiece, Caramelised Biscuit Brew.
The OTT pop-up, the House of Caramelised Biscuit, and its campaign by Lucky Generals are built around the idea of Stir it Up, encouraging people who drink standard black tea to try something new and stir up their tea break. Lucky Generals worked with culinary experience wizards, Bompas & Parr. The experience features specialist Yorkshire Tea Brew Tenders crafting each visitor a perfect cup of the new brew, and every person receives a personalised etched design on a caramel biscuit.
Maisie Adam attends The House of Caramelised Biscuit in London to launch the new Yorkshire Tea Caramelised Biscuit Brew.
To celebrate the launch of its brand-new brew, Yorkshire Tea is opening the House of Caramelised Biscuit, an immersive experience in central London on Thursday 18th and Friday 19th July.
Visitors can explore a world of biscuity wonders and get their hands – and taste buds – on the new Caramelised Biscuit Brew, to help stir up their tea break.
Tin Man Communications led the earned channel outreach for the launch of Caramelised Biscuit Brew, including PR of the event to drive buzz and footfall to the House of Caramelised Biscuit, along with product placement of the new blend .
Yorkshire Tea Co-head of Brand Marketing, Lucy Hoyle, stated, “Our new Caramelised Biscuit Brew is all about bringing a touch of differentiation to your tea break and giving the consumers the chance to ‘stir it up’ in real life. Partnering with Lucky Generals and Bompas & Parr, the aim of the pop-up is to bring our latest brew to life, in a way that only Yorkshire Tea can. We hope everyone who visits leaves with a smile, a newfound love for our latest brew and a lasting aroma of caramelised biscuit.”
Lucky Generals creative directors, Nick Bird and Lee Smith, added, “We wanted toshow how the new Caramelised Biscuit Brew stirs up the humdrum tea break and the pop-up lets people immerse themselves in a biscuity, caramelised world for a bit. And you get to taste the cracking new brew of course.”
Credits:
Images: Jeff Moore
Client: Yorkshire Tea
Heads of Brand Marketing: Ben Newbury & Lucy Hoyle
Creative Agency: Lucky Generals
Production Studio: Bompas & Parr
PR Agency: Tin Man Communications
Practice Director: Katie Fox
Associate Director: Odette Freedman
