Close-up of a glass infuser mug with brewing loose leaf tea next to a tall glass of iced tea with lime and mint on a wooden tray.
BRANDS HISTORY

How “Pack Yer Bags” Brought a Traditional Tea Brand Into Gen Z’s YouTube Feed

Updated on 4 min read

Yorkshire Tea Brand Background and Challenges

Yorkshire Tea is one of the UK’s most beloved tea brands, founded in 1977 and long known for its authentic, local, and traditional image. For decades, its slogan highlighted that Yorkshire Tea was “proper tea,” appreciated by consumers who valued tradition and quality.

But by 2023, younger audiences—spending their time on YouTube, TikTok, and Instagram—had little interest. To them, the brand felt boring and conservative. The challenge: how could a 40+ year-old brand make itself relevant to a new generation?

The “Pack Yer Bags” Campaign Concept

To reach younger audiences, Yorkshire Tea launched the digital campaign “Pack Yer Bags” in 2023. At its heart was a humorous, music-video-style spot starring fictional character Skipton Alfie, played by George Kent, heading off on a lads’ holiday to Ibiza.

A hand holding a single orange packet of Yorkshire Tea against a wooden background.
The Yorkshire Tea brand, built on tradition and a “proper brew,” was ready to conquer a new generation.

The twist? With only 10kg of luggage allowance, Alfie packed nothing but Yorkshire Tea bags and even a kettle—prioritizing tea over clothes and party gear. The lyrics reinforced the joke:

  • “Sambuca shot, tequila shot, I’d rather have a Yorkshire Tea from the pot.”
  • “10 kilos of the good stuff, mate”

The visuals doubled down: airport security scans revealed a suitcase full of tea. The playful setup made tea the hero in a party context, flipping perceptions of the brand.

Marketing Strategy and Execution

The campaign’s success hinged on three elements:

  • Catchy music. A deliberately “earworm” track that stuck in audiences’ heads and was instantly tied to Yorkshire Tea.
  • Youth-first channels. Distribution on TikTok, YouTube, Instagram Reels, and Spotify ensured reach where Gen Z spends time.
A hand pouring dark, steaming hot tea from a vintage brass teapot into a gold-plated teacup and saucer.
The campaign needed to capture the authentic ‘proper brew’ feeling and translate it to a modern, digital audience.
  • Authenticity + humor. While playful and absurd, the campaign stayed grounded in Yorkshire Tea’s “proper tea” roots, positioning it as essential even on an Ibiza holiday.

Influencer partnerships and a smart paid digital strategy accelerated sharing, making the video organically spread across platforms.

Yorkshire Tea Campaign Results and Impact

“Pack Yer Bags” quickly went viral:

  • Over 2.1 million YouTube views within weeks
  • Widespread sharing across social media platforms
  • Awards recognition at the British Arrows, including:
Close-up of a glass infuser mug with brewing loose leaf tea next to a tall glass of iced tea with lime and mint on a wooden tray.
Gen Z often views tea as a modern, customizable drink (iced, herbal, loose leaf), which the campaign needed to acknowledge.
  • Gold in Food & Non-Alcoholic Drink
  • Silver for Original Composition
  • Bronze for Best Copywriting

Industry experts praised the campaign as proof that even a traditional tea brand could be humorous, youthful, and culturally relevant.

Challenges and Criticism of the Yorkshire Tea Campaign

Despite its success, “Pack Yer Bags” drew criticism:

  • Alienation of older consumers. Many aged 45–64 found the campaign irritating and inconsistent with Yorkshire Tea’s trusted, traditional image.
  • High annoyance factor. Research showed irritation levels were four times higher than average, across all demographics, hurting brand perception among some audiences.
A clear glass mug of light-colored tea on a wooden coaster, next to a gold house-shaped tea infuser, with a white teapot in the background.
To succeed, the campaign had to balance the traditional comfort of a “proper brew” with Gen Z’s desire for authenticity and humor.
  • Format concerns. Short social clips were generally better received than the full-length music video, which some critics found too drawn out.

Key Marketing Lessons from Yorkshire Tea’s “Pack Yer Bags” Campaign

  • Digital-first, music-driven content works for younger audiences, encouraging organic sharing.
  • Balance innovation with brand values. Push boundaries, but avoid alienating loyal older customers.
  • Attention isn’t always positive. Campaigns must leave audiences with favorable feelings, not just strong recall.
  • Multi-channel strategy matters. Broader execution could have softened generational divides and expanded impact.

The “Pack Yer Bags” campaign showed how bold, humorous marketing can win new audiences for a heritage brand—but also highlighted the importance of balancing freshness with tradition.

Frequently Asked Questions

How did Pack Yer Bags bring a traditional tea brand to Gen Z?

Pack Yer Bags used YouTube travel content to introduce a heritage tea brand to younger audiences. By combining authentic storytelling with the travel vlog format popular among Gen Z, they bridged the gap between traditional product marketing and modern content creation.

How can traditional brands reach younger consumers?

Traditional brands can reach younger consumers by meeting them on the platforms and formats they already use — like YouTube, TikTok, and Instagram — while staying true to the brand’s heritage. The key is authentic storytelling that respects the audience rather than trying too hard to appear trendy.

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