The perennial category challenge is that Brits are not drinking as much tea as they used to. So, the secret to success is twofold: keep existing drinkers loyal and/or steal share from your competitors. This brief was focused on the former, our core 45+ Yorkshire Tea loyalists. But there was also an opportunity to speak to a younger generation who equally love a brew. This was Yorkshire Tea’s third tea song, and we knew anecdotally from social media that people save themselves from subpar tea abroad by bringing their own bags with them. So, why not sing about it! All we needed was a lovable, Yorkshire ‘lad next door’ type to sing it. Enter stage left, Alfie.

There’s one bad thing about going on holiday. The disgusting tea, if you can even call it tea.
The only way to have a proper brew abroad is to take matters into your own hands and ‘PACK YER BAGS’.

With that in mind we created a short social film about packing your bags to go on holiday and not forgetting your favourite tea bags - Yorkshire Tea of course.

It’s no secret, Brits love a proper cup of tea. But when it comes to going on their holidays getting a decent brew abroad is easier said than done. So, to save themselves from disappointing tea abroad, some will pack a few bags of the good stuff. And in Britain the good stuff means the No.1 tea brand in the country - Yorkshire Tea. We wanted to celebrate and encourage this British peculiarity. In a way that would attract younger consumers without alienating older ones. Enter stage left, ‘Pack Yer Bags’. The song has amassed 2.1 million YouTube views and was loved by all ages; 78% said the ad is memorable, 74% said it has the feel-good factor, 63% said the ad is very different from other brands and 56% said it modernised the brand with 62% saying it was a good step change for the brand.