Inside one of Yorkshire Tea’s most successful social media campaigns
When Yorkshire Tea talks about doing things properly, it isn’t a strapline. It’s a belief system.
One small line printed on every box captures it perfectly: “It takes four minutes to make the perfect cup of tea.”
At Jaywing, that sparked a simple question.
If people are already pausing for four minutes, what if we gave them something genuinely worth doing in that time?
That question became Four Minute Wonders; a social-first series built around conversation, everyday rituals and the small moments of calm that cut through the noise of daily life. A campaign designed not to interrupt, but to keep people company.
In Behind the Brew, we revealed how that idea became one of Yorkshire Tea’s most successful social media campaigns.
This focused session was a look behind-the-scenes look at how Four Minute Wonders came to life; creatively, strategically and culturally.
We revealed:
• How a single brand truth shaped the entire idea
• Why slowing down was the right creative choice for social
• How authenticity was protected at every stage, from casting to craft
• How paid and organic media activity worked together to build momentum and what we learned about attention, behaviour and connection along the way
It was a practical exploration of how social can deepen relationships, not just extend reach.
Four Minute Wonders succeeded because it didn’t behave like a typical campaign. It mirrored a real behaviour people already enjoy. It respected the audience’s time. And it brought Yorkshire Tea’s “Proper” brand world into digital spaces without breaking character.
Each episode re-imagined brew-time as you-time: a familiar face, a kettle quietly boiling in the background, and an unhurried conversation built around gently playful questions.
By working with genuine Yorkshire Tea drinkers, including Ellie Taylor, MistaJam and Tinie Tempah, the series felt warm, human and recognisable. Not polished for the sake of it. Just properly made.
This session is designed for marketers who care about how their brand shows up on social, including:
• Brand and marketing leaders
• Social, content and performance specialists
• Anyone looking to build connection, not just visibility
If you’re thinking about how to earn attention, you’ll find this relevant.
The Jaywing team delivered the Four Minute Wonders campaign for Yorkshire Tea from end to end. This session is led by our marketing experts.
Becca Tredget, Strategy Director
Aimee Wood, Senior Account Director
Ryan Dean, Content Director
Belen Wilson, Creative Director
They’ll be answering questions in the chat throughout the session, so you can explore the thinking, decisions and learnings in more detail.
