Yorkshire Tea Stirs up the Tea Break with a Pop-up Caramel Wonderland

A big red teapot delivering a caramel-scented haze, a spun sugar masterpiece, a massive spoon to 'stir it up', Yorkshire comedian Maisie Adam, biscuit-style furnishings and fixtures, a free personalised bicky and, of course, a brew bar with brew masters, allowing visitors to get their hands - and taste buds - on Yorkshire Tea’s latest infused masterpiece. 

Across the next two days, London will play host to the sweetest pop-up ever put together as Yorkshire Tea launches its latest flavour, Caramelised Biscuit Brew, with the House of Caramel - an ode to everything tea and biscuits.

The whole campaign is based around the idea of 'Stir it Up', encouraging consumers who drink standard black tea to try something new and stir up their tea break. Open on July 18th and 19th, the pop-up - created by Lucky Generals and culinary experience wizards Bompas & Parr - will do this by not only enticing people to try the new brew but also give them a golden opportunity to enjoy a unique and immersive experience. 

The experience features specialist Yorkshire Tea Brew Tenders crafting each visitor a perfect cup of the new brew, and every person receives a personalised etched design on a caramel biscuit.

Tin Man Communications led the earned channel outreach for the launch of Caramelised Biscuit Brew, including  PR of the event to drive buzz and footfall to the House of Caramelised Biscuit, along with product placement of the new blend.

Lucy Hoyle at Yorkshire Tea, said, "Our new Caramelised Biscuit Brew is all about bringing a touch of differentiation to your tea break and giving the consumers the chance to “stir it up” in real life. Partnering with Lucky Generals and Bompas & Parr, the aim of the pop-up is to bring our latest brew to life, in a way that only Yorkshire Tea can.  We hope everyone who visits leaves with a smile, a newfound love for our latest brew and a lasting aroma of caramelised biscuit. 

Creative directors Nick Bird and Lee Smith at Lucky Generals, said, “We wanted to show how the new Caramelised Biscuit Brew stirs up the humdrum tea break and the pop-up lets people immerse themselves in a biscuity, caramelised world for a bit. And you get to taste the cracking new brew of course.”