Yorkshire Tea has introduced its ‘Proper Corrections’ campaign in Australia, aiming to reinforce the correct meaning of the word ‘proper’, as opposed to its signalling something posh, or upper class.

The campaign has been put together via a collaboration between creative agency Lucky Generals, media agency Nunn Media, and communications firm Zeno Group.

The core of the campaign features out-of-home (OOH) advertisements that have been “corrected” by a local graffiti artist.

Nick Bird and Lee Smith, Creative Directors at Lucky Generals UK, said, “Our bad for not spotting the misinterpretation of the word ‘proper’.

“Thank goodness a few busy Aussie locals have managed to show us the error of our ways,” they joked.

Carly Murphy, Senior Brand & Activation Manager at Yorkshire Tea, explained, “Working in partnership with our creative agency Lucky Generals, we wanted to give the word ‘proper’ an authentic Aussie twist, helping set the record straight in a very Yorkshire Tea way, with humour and heart.

“The Brits and Aussies have a longstanding kinship – whether our passionate rivalry for the Ashes or our shared wry sense of humour. For all our similarities we also understand that sometimes things can get a little lost in translation. Our Proper Corrections Campaign is all about showing Aussies that Yorkshire Tea isn’t posh, it’s just proper,” she said.

Melanie Otuhouma, Group Director at Nunn Media, added, “We cannot wait for this campaign to reach Aussies in a culturally relevant way. Through a multi-channel approach across OOH, audio, social and sampling, Aussie’s are about to receive a ‘proper’ ntroduction to their new favourite brew.”

The campaign is scheduled to roll out from this month across OOH , radio, socials and will be complemented by sampling activities.

Yorkshire Tea, one of Britain’s best-selling tea brands, is experiencing significant global sales growth, reportedly at 25.3% ahead of the market. In Australia, the brand’s sales are growing at a rate of 13.2% ahead of the market.