Yorkshire Tea: Proper

Yorkshire Tea is taking its mission to champion 'proper' tea global. And the next stop is Australia. But there’s just one small problem: down under, 'proper' doesn’t quite mean what it does in Yorkshire. While the brand uses 'proper' to mean doing things the right way, the Yorkshire way, in Australia, the word is more likely to conjure up visions of posh toffs, tradition and garden parties with the Queen. More Downton Abbey than Emmerdale Farm. So, in its latest international push, Yorkshire Tea is launching an out-of-home and social campaign introducing Australians to Yorkshire Tea’s long-standing brand philosophy and redefining what 'proper' really means by correcting its own ads. Posters for Yorkshire Tea will appear in high footfall areas in Sydney and Melbourne, featuring familiar Yorkshire Tea messaging such as 'Let’s have a proper brew'. However, Aussie slang translations for proper, such as 'Good As', 'Decent' and 'Bloody Good' will be sprayed over the word 'Proper' in classic graffiti style.