Yorkshire Tea rolls out new social video in 'Proper Corrections' campaign

Yorkshire Tea has released a new social video as part of its “Proper Corrections” campaign, developed with Lucky Generals (creative), Nunn Media (media planning and buying) and Zeno Group (PR and social).

The campaign reframes the meaning of “proper,” positioning it as doing things properly rather than posh, using Australian sayings to localise the message.

The new video shows a passer-by altering a Yorkshire Tea billboard in Waterloo, Sydney, changing “Let’s have a proper brew” to “they mean bloody good.” The guerrilla-style clip captures reactions from onlookers and highlights Australians’ playful use of language.

Nick Bird and Lee Smith, creative directors at Lucky Generals said: “Our bad for not spotting the misinterpretation of the word’ proper’. Thank goodness a few busy Aussie locals have managed to show us the error of our ways.”

Carly Murphy, Senior Brand & Activation Manager at Yorkshire Tea said: “The campaign is about connecting with Aussies on their terms, and this moment was designed to bring that idea to life – not through explanation, but by sparking a smile."

The campaign also includes OOH placements in metro areas, radio, sampling, and social media activity running through winter. Since launch, it has generated strong engagement across social and PR.

Melanie Otuhouma, Group Director at Nunn Media, said: “We cannot wait for this campaign to reach Aussies in a culturally relevant way.

"Through a multi-channel approach across Out of home, audio, social and sampling, Aussie’s are about to receive a Proper Introduction to their new favourite brew."

This is Yorkshire Tea’s second major Australian campaign, following last year’s award-winning “Proper Brewery” activation in Bondi.

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