Yorkshire Tea brews up content

Tea brand Yorkshire Tea has launched a new content series with Jaywing featuring celebrity interviews called Four Minute Wonders

Rooted in the iconic line on every Yorkshire Tea box: “It takes four minutes to make the perfect cup of tea”, the idea was simple; fill that time with something worth watching.

The campaign has already generated over 2 million engagements across YouTube and Meta, with ViewThru rates exceeding both Meta and YouTube’s benchmarks by up to 395%.

Organically, the response has also been impressive. On Facebook, 60% of views came from organic reach. Meanwhile, the second video saw a 29% increase in reach and 61% uplift in engagements.

Tom Craik, senior digital business developer at Bettys and Taylors of Harrogate, said: ‘’We’re lucky that so many famous faces share our passion for a proper brew. And with social being the place where these brilliantly random conversations blossom,  it made sense to give these passionate tea fans a more central place within our content world.”