Behind the Brew: inside one of Yorkshire Tea’s most successful social media campaigns

Jaywing

What happens when you stop trying to win attention and start respecting it?

That question sat quietly at the heart of Four Minute Wonders; the social campaign Jaywing created with Yorkshire Tea. It didn’t begin with a format, a platform or a trend. It began with a behaviour.

Every box of Yorkshire Tea carries the same instruction: it takes four minutes to make a proper brew. That instruction became the core insight that rooted the entire creative approach.

This led to a simple question: if people are already pausing to make a brew, what would be worth their time?

A campaign built around a pause

Four Minute Wonders became a series of four-minute social films designed to sit comfortably inside everyday life. Familiar faces. Unhurried conversations. A kettle quietly boiling in the background.

The ambition was to create something people chose to stay and engage with; content that felt like company. That decision shaped everything:

the creative approach
the pacing and format
the casting
and how the work was distributed across channels

It also raised some important questions for brands thinking about social today.

What the webinar will reveal

On Thursday 29 January, we’re hosting a 30-minute session that goes behind the scenes of Four Minute Wonders and reveals how the campaign came together in practice.

Register Now:

Behind the Brew is about opening up the thinking behind the work, including:

how a single brand truth became the foundation for an entire campaign
why slowing down was a deliberate creative and strategic choice
how authenticity was protected from idea to delivery
how paid and organic activity worked together without disrupting the tone
and what we learned about attention, connection and behaviour on social

Rather than retelling the campaign story, the session focuses on the decisions; the moments where the work could have gone in a different direction, and why it didn’t.

Who you’ll hear from

Jaywing delivered Four Minute Wonders end to end. The session is led by our experts:

They'll be answering questions in the chat throughout the session, so attendees can dig into the detail that matters most to them.

Why this session is worth your time

If you’re thinking about:

how to design social content people actually stay with
how brands can show up digitally without shouting
how creativity and data work together when behaviour leads
or how to build connection rather than just visibility

this session will be relevant.

It’s short, focused, and rooted in real campaign experience, designed to give you clear thinking you can take away and apply.

Event details

Behind the Brew
Inside one of Yorkshire Tea’s most successful social media campaigns

Thursday 29th January 2026
1.00 - 1.30pm

Sometimes the most effective social ideas don’t come from doing more. They come from noticing what people already do - and doing that properly.