The UK's Yorkshire Tea has made a splash in the Australian market with a new integrated campaign, kicking off with a pop up event at a Bondi Beach brewery earlier this month.

Launched to coincide with Dry July, the campaign aims to introduce the brand to Australian tea lovers, offering customers the the opportunity to swap their beer for a tea. The event was managed by Zeno Group, which has previously managed a café tea-testing pop-up, sampling via Marley Spoon, ongoing PR, and a Very Important Tea-drinker (VIT) influencer program.

The campaign will also appear in out of home (OOH), social, public relations and office sampling. Yorkshire Tea has inserted itself into Aussie moments through Digital Out of Home (DOOH), social media, and office sampling.

The fully integrated campaign was developed by Nunn Media Sydney, in collaboration with Yorkshire Tea and Zeno Group. Nunn Media collaborated with oOh!media's innovation and creative hub POLY to develop a bespoke dynamic Out of Home copy scheduler to deliver contextually relevant messages at scale.

"As part of celebrating Australian cultural moments, we are thrilled to infuse the Yorkshire Tea brand into everyday experiences. Pubs have long been ingrained in the cultural fabric and with many Australians practicing dry July, we wanted to offer them a chance to continue socialising in a brewery space, by swapping their usual brew for a strong, bold and proper cup of tea. The activation kicks off an exciting integrated campaign for the brand," said Senior Brand and Activation Manager at Yorkshire Tea, Carly Murphy.

The campaign is live throughout July and August and aims to introduce Yorkshire Tea to Aussie tea lovers by inserting the brand into Aussie moments.

Yorkshire Tea's sales are growing globally at 25.3% ahead of the market, and 13.2% ahead of the market in Australia, prior to launching this new campaign. This indicates a strong foothold for the brand in the global tea market and a promising start in Australia.