Lucky Generals stirs up the tea break with a pop-up caramel wonderland, launching Yorkshire Tea’s new Caramelised Biscuit Brew

It’s what the tea-drinking world has been waiting for; a brew that tastes like caramelised biscuit. You don’t even need to dunk to make your brew go biscuity. Yorkshire Tea, Bompas & Parr and Lucky Generals have created The House of Caramelised Biscuit to allow consumers to “stir it up.”

 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 toshow 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.”

Details 

When: Thursday 18^th and Friday 19^th July, between 11am and 7pm

Where: 15 Bateman Street, Soho, London, W1D 3AQ

Entry: Free for all 

Getting there: Nearest tube stations: Tottenham Court Road and Oxford Circus

Creds

Brand: Yorkshire Tea                    

Client name:  Ben Newbury      

Creative agency: Lucky Generals 

Production studio: Bompas & Parr

PR agency: Tin Man Communications

PR agency Practice Director: Katie Fox

PR agency Associate Director: Odette Freedman