Yorkshire Tea and Jaywing have launched Four Minute Wonders; a smart, feel-good content series featuring four-minute interviews with much-loved celebrities to celebrate the perfect brewing time for a cup of tea.
Rooted in the iconic line on every box: “It takes four minutes to make the perfect cup of tea”, the idea was simple; fill that time with something worth watching. No tired interview tropes or overly polished formats. Just proper conversations with famous faces, like Tinie Tempah, Ellie Taylor and MistaJam.
The campaign has already generated over 2 million engagements across YouTube and Meta, with ViewThru rates exceeding both Meta and YouTube’s benchmarks by up to 395%; a clear sign the content is striking the right chord.
Organically, the response has also been impressive. On Facebook, 60% of views came from organic reach, reinforcing the power of Yorkshire Tea’s community. Meanwhile, the second video saw a 29% increase in reach and 61% uplift in engagements, proof that the series is building momentum with each episode.
While TikTok is still a growing channel for the brand, early signs show promise, with the ‘For You’ Page serving as the main traffic source for the second video.
Behind the scenes, Jaywing’s integrated approach has been central to the campaign’s success. Using Almanac, Jaywing’s proprietary cloud data platform, the team brought together rich audience insights from multiple channels to understand exactly when and where viewers would engage best during those precious four minutes. This allowed highly targeted distribution and helped optimise ad spend in real time.
Meanwhile, performance data was constantly analysed using Jaywing’s Marketing Impact Score (MIS) to measure the campaign’s effectiveness against key competitors and benchmarks, ensuring that every pound spent was driving tangible growth for Yorkshire Tea.
From initial concept through to final delivery, Jaywing led the project end-to-end. The idea, sparked by Yorkshire Tea’s own packaging, was developed, pitched and produced by Jaywing, who worked with director, Zak Harney, the team at FORM, and producer, Kat Brown, to bring the creative to life. The agency’s in-house specialists managed everything from scripting and content design to motion graphics and performance distribution across channels.
“This was a perfect example of where creativity and performance meet,” said Jonny Sycamore, Client Partner at Jaywing. “The idea came from a simple observation, but it was our integrated approach, from strategy and production to distribution and optimisation, that’s driven the results. By harnessing data insights and real-time analytics, we made sure the content truly connected and delivered measurable growth.
“We’re proud to work with a brand like Yorkshire Tea, who back proper ideas and do things with heart.”
Tom Craik, senior digital business developer at Bettys and Taylors of Harrogate, added: ‘’We’re lucky that so many famous faces share our passion for a proper brew. And with social being the place where these brilliantly random conversations blossom, it made sense to give these passionate tea fans a more central place within our content world.
Working with Jaywing meant we could bring 4 Minute Wonders to life properly, from start to finish. Their blend of creativity and data-led insight has allowed us to create content series that’s warm, playful and unmistakably Yorkshire Tea, while delivering on effectiveness.’’
To watch the Four Minute Wonders series, visit Yorkshire Tea’s YouTube channel: https://www.youtube.com/@YorkshireTeaBrewTube
