How do you take one of the UK’s most recognisable brands and translate its iconic humour and ‘proper’ advertising into content designed for social media?
Date: Wednesday 17th June 2026
Time: 9.30 - 10.30am
Venue: The Playhouse – 5–7 Playhouse Court, 62 Southwark Bridge Road, London SE1 0AT
Join us for an inside look at “Health and Safe Tea”; the social-first campaign that reimagined workplace health and safety training for the nation’s most sacred office ritual: making a proper brew.
Built as part of Yorkshire Tea’s Proper Brews campaign, the campaign takes inspiration from the nostalgic workplace training films of the 1990s. The result is a series of comedy shorts that lovingly satirise office tea culture, from the politics of the tea round to the awkward small talk of the office kitchen.
In this session, the teams behind the campaign will unpack how Yorkshire Tea’s iconic brand voice was translated into digital-first storytelling designed to be truly enjoyed and engaged by their masses of social fans.
• How Yorkshire Tea evolved its famous humour into a social-first creative format
• The strategy behind translating a long-established brand platform into native social content
• How cultural insight, in this case Britain’s workplace tea rituals, can drive highly shareable creative
• The process of developing platform-first content while staying true to an established brand voice
• What brands can learn from balancing brand heritage with platform-specific storytelling
This session is designed for brand and marketing leaders, social media and content strategists, creative and brand teams and anyone looking to translate strong brand platforms into engaging social-first campaigns.
Content Director
With over a decade of agency experience across the entire digital content ecosystem, Ryan leads Jaywing's Organic Media offering. Bringing together search, content marketing, PR and social, he specialises in delivering robust, measurable, organic growth strategies for clients.
Creative Director
With over 20 years’ experience across digital, print, TV and social, Belen leads Jaywing’s creative output for brands including Yorkshire Tea, Bettys & Taylors of Harrogate and Aston University. She is known for championing bold, human ideas and creating work that feels grounded in real life, shaped by a career that has evolved from junior designer to creative director.
Account Director
Stella is an Account Director at Jaywing, with over 20 years’ experience working across delivery and client services in agency environments. She’s worked with a wide mix of brands including Jet2, L'Oréal, BBC and Haribo/Maoam, building a strong track record in delivering work that meets both client needs and commercial goals. Having joined Jaywing just over a year ago, she brings a steady, practical approach to managing relationships and keeping projects moving.
Maybe you could join us in Leeds?
