Yorkshire Tea, a leading tea brand in the UK, has taken a cheeky swipe at Australia’s swimming accolades in a new ‘Out of Home’ campaign.

The campaign, developed by Zeno Group and Nunn Media Sydney, aims to connect Yorkshire Tea with Australian cultural moments through a blend of PR, experiential, social, DOOH, and office sampling strategies.

The Australian swim team’s recent success at the Paris 2024 Olympics, securing 18 medals in total (7 Gold, 8 Silver, 3 Bronze), compared to Great Britain’s five (1 Gold, 4 Silver), serves as a backdrop for this dynamic campaign. The campaign’s creative and contextual relevance is delivered at scale through a bespoke dynamic ‘Out of Home’ copy scheduler developed by Nunn Media and oOh!media’s innovation and creative hub, POLY.

The dynamic messaging includes multiple triggers from day of the week, weather and environment, to cultural and sporting moments.

Prior to the launch of this campaign, Yorkshire Tea’s sales were growing globally at 25.3% ahead of the market, and 13.2% ahead of the market in Australia. This campaign represents an effort to further leverage this growth and strengthen the brand’s connection with Australian consumers.