“They mean bloody good."
Yorkshire Tea's 'Proper Corrections' campaign has included a new social video via creative agency Lucky Generals, media agency Nunn Media and PR Zeno Group.
The video captures a man walking past a Yorkshire Tea billboard in Waterloo, Sydney, before taking a spray can to 'correct' the line 'Let’s have a proper brew' to 'they mean bloody good.'
“Our bad for not spotting the misinterpretation of the word’ proper," said Lucky Generals creative directors Nick Bird and Lee Smith.
"Thank goodness a few busy Aussie locals have managed to show us the error of our ways."
The campaign features large-format roadside sites selected by Nunn Media. The campaign is also supported by a radio, sampling and social program set to run throughout winter.
“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,” said Yorkshire Tea senior brand and activation manager Carly Murphy.
Since its launch, the campaign has delivered strong results across social and PR.
The Proper Corrections Campaign follows Yorkshire Tea’s Proper Brewery activation in Bondi last year.
“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,” said Nunna Media group director Melanie Otuhouma.
