Jaywing and Yorkshire Tea shortlisted for two social media awards

Jaywing and Yorkshire Tea have been shortlisted for Best Use of Social Media at the DMA Awards and Best Use of Social Media Campaign at the Prolific North Marketing Awards, recognising a campaign that turned the unwritten rules of the office tea round into social-first entertainment.  

Turning tea-making into entertainment  

The challenge was to make black tea relevant to younger audiences, creating social content that could hold attention and get people talking.  

Research commissioned for the campaign found that 45% of workers resent their colleagues’ poor brewing habits. That gave us the starting point: the rituals, preferences and unspoken etiquette surrounding the office brew run.  

The result was Health and Safe Tea – a deadpan parody of those grainy 1990s workplace training videos, complete with VHS glitches, awkward acronyms and retro styling. 

Filmed in Yorkshire Tea’s own offices with its own people, the campaign was deliberately designed to feel unmistakably Yorkshire Tea. 

From longer-form films to platform-native edits, the campaign was built for social from the outset, giving audiences plenty of reasons to watch, share and weigh in with their own tea-making opinions.  

20 million views... and counting  

Running from April to July 2026, Health and Safe Tea delivered: 

• 20M+ views across YouTube, Instagram, Facebook and TikTok  
• 1M+ engagements
• 24,600+ new followers  

Yorkshire Tea’s strongest branded social campaign in brand tracking, with recognition matching its flagship TV creative  

The campaign resonated with audiences too, with 64% agreeing it was “for people like me” and 73% saying it gave them a feel-good factor.  

Now, that work has been recognised with two awards shortlists.  

A huge thank you to everyone at Yorkshire Tea and Taylors of Harrogate, as well as the teams at Jaywing, Them Apples and Box Cat Creative who helped bring Health and Safe Tea to life.  

We’ll find out how we’ve done at the awards ceremonies over the coming months. Fingers crossed.